Marketing Information

Marketing Information

by Michael R. Oppenheim, Wendy Diamond Mulcahy
     
 

Diamond, business and economics librarian and head of reference at California State University, and Oppenheim (Rosenfeld Management Library, University of California-Los Angeles) identify and describe about 200 secondary published sources of information for typical marketing questions and research projects, covering books and serials, subscription databases, and free… See more details below

Overview

Diamond, business and economics librarian and head of reference at California State University, and Oppenheim (Rosenfeld Management Library, University of California-Los Angeles) identify and describe about 200 secondary published sources of information for typical marketing questions and research projects, covering books and serials, subscription databases, and free web sites. Information will be of use to marketing instructors and students, entrepreneurs, marketers, and market researchers, as well as reference librarians who advise these groups. The book has been co-published simultaneously as Journal of Business & Finance Librarianship, vol. 9, nos. 2/3 and 4, 2004. Annotation ©2004 Book News, Inc., Portland, OR

Product Details

ISBN-13:
9780789021120
Publisher:
Taylor & Francis
Publication date:
08/28/2004
Series:
Journal of Business Finance Librarianship Series
Pages:
368
Product dimensions:
6.00(w) x 8.70(h) x 1.10(d)

Table of Contents

Where to find it : a checklist for typical marketing concepts
Ch. 1Introduction to sources and strategies for research on marketing3
Ch. 2Sources for an industry scan41
Ch. 3Sources about companies, brands and competitors69
Ch. 4Sources for market research reports91
Ch. 5Demographic, geographic, and lifestyle sources109
Ch. 6Marketing sources for demographic niches135
Ch. 7Advertising and media planning sources157
Ch. 8Public relations sources189
Ch. 9Sales management, sales promotion, and retail sources205
Ch. 10Direct marketing and e-commerce sources221
Ch. 11International marketing sources237
Ch. 12Product development, packaging, pricing, and place269
Ch. 13Sources for special topics : social marketing, nonprofit organizations, services marketing, and legal/ethical issues287

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