Marketing Information: A Strategic Guide for Business and Finance Libr

Description

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... Read more

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! Read less

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

Author(s)

Biography

Michael R. Oppenheim, Wendy Diamond Mulcahy

Marketing Information A Strategic Guide for Business and Finance Libraries

Description

Table of Contents

Author(s)

Biography

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