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Question: What value lies in a reference work? Why should you bother to consult these books?
Answer: Reference books help create a framework around your topic. They can help guide you in asking the right questions. Reference books can help researchers become more efficient database searchers - in formulating which keywords (or search terms) to use. Scholarly reference books also contain bibliographies (!!) - a listing of some of the most respected secondary and most useful primary sources on a topic. In a nutshell.... reference books are a great way to begin your research.
Use the following terms in a subject search to find related items in the library catalogue.
Subject headings to explore:
For topics related/associated with marketing try:
Wiley international encyclopedia of marketing by 
FP Markets : Canadian Demographics
Principles of marketing [electronic resource] by 
Market Research Handbook
The international dictionary of marketing : over 2,000 professional terms & techniques by 
The Definitive Book of Branding by 
The Handbook of Mobile Market Research by Some really great resources to consult are:
