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Marketing Information
     

Marketing Information

by Michael R. Oppenheim
 

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ISBN-10: 0789021129

ISBN-13: 9780789021120

Pub. Date: 08/28/2004

Publisher: Taylor & Francis

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

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

Acknowledgmentsxiii
Prefacexv
Where to Find It: A Checklist for Typical Marketing Conceptsxxi
Part IIntroduction
Chapter 1Introduction to Sources and Strategies for Research on Marketing3
Part IIResearching the Competitive Environment
Chapter 2Sources for an Industry Scan41
Chapter 3Sources About Companies, Brands, and Competitors69
Chapter 4Sources for Market Research Reports91
Part IIIResearch About Customers
Chapter 5Demographic, Geographic, and Lifestyle Sources109
Chapter 6Marketing Sources for Demographic Niches135
Part IVResearch for the Promotional Strategy
Chapter 7Advertising and Media Planning Sources157
Chapter 8Public Relations Sources189
Part VResearching the Sales Strategy
Chapter 9Sales Management, Sales Promotion, and Retail Sources205
Chapter 10Direct Marketing and E-Commerce Sources221
Chapter 11International Marketing Sources237
Part VIResearching Price, Packaging, and Place
Chapter 12Product Development, Packaging, Pricing, and Place269
Part VIISpecial Topics
Chapter 13Sources for Special Topics: Social Marketing, Nonprofit Organizations, Services Marketing, and Legal/Ethical Issues287
AppendixSelected Glossaries301
Title Index303
Subject Index325

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