Marketing Information: A Strategic Guide for Business and Finance Libraries

by Michael R. Oppenheim, Wendy Diamond Mulcahy

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!

Product Details

ISBN-13:	9780789060068
Publisher:	Taylor & Francis
Publication date:	10/06/2004
Series:	Journal of Business Finance Librarianship Series
Edition description:	New Edition
Pages:	366
Product dimensions:	5.81(w) x 8.25(h) x (d)

About the Author

Michael R. Oppenheim, Wendy Diamond Mulcahy

Table of Contents

• Acknowledgments
  
• Preface
  
• Where to Find It: A Checklist for Typical Marketing Concepts
  
• PART I. INTRODUCTION
  
• Chapter 1. Introduction to Sources and Strategies for Research on Marketing
  
• PART II. RESEARCHING THE COMPETITIVE ENVIRONMENT
  
• Chapter 2. Sources for an Industry Scan
  
• Chapter 3. Sources About Companies, Brands, and Competitors
  
• Chapter 4. Sources for Market Research Reports
  
• PART III. RESEARCH ABOUT CUSTOMERS
  
• Chapter 5. Demographic, Geographic, and Lifestyle Sources
  
• Chapter 6. Marketing Sources for Demographic Niches
  
• PART IV. RESEARCH FOR PROMOTIONAL STRATEGY
  
• Chapter 7. Advertising and Media Planning Sources
  
• Chapter 8. Public Relations Sources
  
• PART V. RESEARCHING THE SALES STRATEGY
  
• Chapter 9. Sales Management, Sales Promotion, and Retail Sources
  
• Chapter 10. Direct Marketing and E-Commerce Sources
  
• Chapter 11. International Marketing Sources
  
• PART VI. RESEARCHING PRICE, PACKAGING, AND PLACE
  
• Chapter 12. Product Development, Packaging, Pricing, and Place
  
• PART VII. SPECIAL TOPICS
  
• Chapter 13. Sources for Special Topics: Social Marketing, Nonprofit Organizations, Services Marketing, and Legal/Ethical Issues
  
• APPENDIX: Selected Glossaries
  
• Title Index
  
• Subject Index
  
• Reference Notes Included