Marketing Information

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Overview

Help your patrons create effective marketing research plans with this sourcebook!

Marketing Information: A Strategic Guide for Business and Finance Libraries identifies and describes secondary published sources of information for typical marketing questions and research projects. Experts in the field offer a guided tour of the signposts and landmarks in the world of marketing information—highlighting the most important features. This extensive guide serves as a strategic bibliography, covering over 200 printed books and serials, subscription databases, and free Web sites.

Marketing Information contains several useful features, including:

  • basic bibliographic descriptions with publisher location, frequency, format, price, and URL contact information for each source listed
  • special text boxes with practical tips, techniques, and short cuts
  • an alphabetical listing of all source titles
  • an index to subjects and sources
Unlike some research guides that recommend only esoteric and expensive resources, this book offers a well-balanced mix of the 'readily available' and the costly and/or not widely available, so that researchers who lack immediate access to a large university business research collection still has a core of accessible materials that can be found in a public library or on the Web.

This book will help you provide top-notch service to clients such as:

  • marketing instructors in developing assignments and other curricula which incorporate a business information literacy component
  • students whose assignments require library or other research to identify and use key marketing information tools
  • entrepreneurs and self-employed business people writing marketing plans, business plans, loan applications, and feasibility plans
  • marketers who wish to consult and/or incorporate standard secondary sources in their marketing plans or research projects
  • experienced market researchers who need relevant secondary sources as a preliminary step to surveys, questionnaires, and focus groups
  • reference librarians who advise these groups in academic, public, or corporate library settings
  • collection development librarians selecting material for public, academic, and special libraries
Marketing Information is a practical tool for marketers and for those studying to be marketers. The authors are seasoned academic business librarians who have helped doctoral candidates, faculty researchers, MBA and undergraduate students, marketing professionals, entrepreneurs, and business managers all find the right information. Now, in this resource, they come together to help you!
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Product Details

Table of Contents

Where to find it : a checklist for typical marketing concepts
Ch. 1 Introduction to sources and strategies for research on marketing 3
Ch. 2 Sources for an industry scan 41
Ch. 3 Sources about companies, brands and competitors 69
Ch. 4 Sources for market research reports 91
Ch. 5 Demographic, geographic, and lifestyle sources 109
Ch. 6 Marketing sources for demographic niches 135
Ch. 7 Advertising and media planning sources 157
Ch. 8 Public relations sources 189
Ch. 9 Sales management, sales promotion, and retail sources 205
Ch. 10 Direct marketing and e-commerce sources 221
Ch. 11 International marketing sources 237
Ch. 12 Product development, packaging, pricing, and place 269
Ch. 13 Sources for special topics : social marketing, nonprofit organizations, services marketing, and legal/ethical issues 287
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