MARC 主機 00000nam a22004693i 4500 
001    EBC244222 
003    MiAaPQ 
005    20200713055109.0 
006    m     o  d |       
007    cr cnu|||||||| 
008    200713s2004    xx      o     ||||0 eng d 
020    9781135185596|q(electronic bk.) 
020    |z9780789021120 
035    (MiAaPQ)EBC244222 
035    (Au-PeEL)EBL244222 
035    (CaPaEBR)ebr10795589 
035    (CaONFJC)MIL542418 
035    (OCoLC)67547933 
040    MiAaPQ|beng|erda|epn|cMiAaPQ|dMiAaPQ 
050  4 HF5415.2 .D49 2004eb 
082 0  658.83 
100 1  Oppenheim, Michael R 
245 10 Marketing Information :|bA Strategic Guide for Business 
       and Finance Libraries 
264  1 Independence :|bTaylor & Francis Group,|c2004 
264  4 |c©2004 
300    1 online resource (367 pages) 
336    text|btxt|2rdacontent 
337    computer|bc|2rdamedia 
338    online resource|bcr|2rdacarrier 
505 0  Cover -- Half Title -- Title Page -- Copyright Page -- 
       Dedication -- 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 -- Overview of Business Information -- Business 
       Libraries -- Research Strategies -- Copyright and Fair Use
       -- Staying Current -- Guides to Marketing Information 
       Sources -- Dictionaries -- Encyclopedias -- Finding Books 
       and Articles -- Searching Periodical Databases -- General 
       Business Periodical Databases -- Specialized Business 
       Search Systems -- Statistics and Tables -- World Wide Web 
       -- The Web and Professional Associations -- Videos and 
       DVDs -- Classic Texts and Other Scholarly Material -- Part
       II. Researching the Competitive Environment -- Chapter 2. 
       Sources for an Industry Scan -- Industry Codes -- Multi-
       Industry Overviews -- Investment Research Reports -- 
       Statistics and Quantitative Data -- Industry Specific 
       Information -- Trade Journals -- Trade Association and 
       Other Web Sources -- Government and Regulatory Information
       -- Chapter 3. Sources About Companies, Brands, and 
       Competitors -- Company Research Basics -- Directories -- 
       Annual Reports and Form 10-Ks -- Competitive Intelligence 
       -- Company Rankings and Market Share -- Company History --
       Brand and Logo Information -- Chapter 4. Sources for 
       Market Research Reports -- About Market Research Reports -
       - Primary and Secondary Research -- Selecting a Market 
       Research Report -- Role of the Web in Market Research -- 
       Print Directories for Market Research Reports -- Free Web 
       Aggregators -- Subscription Web Aggregators -- Investment 
       Research Reports -- Customized Research on the Web -- 
       Directories of Market Research Firms -- Using the Web for 
       Primary Research -- Part III. Research About Customers 
505 8  Chapter 5. Demographic, Geographic, and Lifestyle Sources 
       -- Demographic Data from the U.S. Census -- Demographic 
       Sources with Enhanced Marketing Features -- Specialized 
       Lifestyle and Psychographic Sources -- Chapter 6. 
       Marketing Sources for Demographic Niches -- Marketing to 
       Multicultural and Ethnic Groups -- Marketing to Children 
       and Youth -- Marketing to Gays and Lesbians -- Part IV. 
       Research for the Promotional Strategy -- Chapter 7. 
       Advertising and Media Planning Sources -- Locating 
       Advertisers and Agencies -- Media Planning and Buying -- 
       Advertising Expenditures, Ratios, and Industry Data -- 
       Current Tracking Services -- Historical Advertisements and
       Campaigns -- Advertising Research and Measurement -- 
       Advertising Law -- Handbooks and Web Gateways -- Chapter 
       8. Public Relations Sources -- Directories of Media and 
       Press Contacts -- Media Monitoring and Press Clipping 
       Services -- Locating PR Firms -- Professional Associations
       -- Part V. Researching the Sales Strategy -- Chapter 9. 
       Sales Management, Sales Promotion, and Retail Sources -- 
       Sales Management, Promotion and Selling -- Trade Shows -- 
       Basic Wholesale and Retail Data -- Getting the Product to 
       Market -- Chapter 10. Direct Marketing and E-Commerce 
       Sources -- Direct Marketing -- E-Commerce -- Chapter 11. 
       International Marketing Sources -- Global Economic and 
       Political Scan -- Country-Specific Information -- 
       Understanding Culture and Values -- Export Environment -- 
       Market Research -- Advertising and Promotion -- Selected 
       U.S. Government Web Site Gateways -- Part VI. Researching 
       Price, Packaging, and Place -- Chapter 12. Product 
       Development, Packaging, Pricing, and Place -- Product 
       Development and Management -- Packaging -- Pricing -- 
       Place: Strategies of Distribution and Logistics -- Part 
       VII. Special Topics 
505 8  Chapter 13. Sources for Special Topics: Social Marketing, 
       Nonprofit Organizations, Services Marketing, and Legal/
       Ethical Issues -- Social Marketing -- Marketing for 
       Nonprofit and Public Organizations -- Services Marketing -
       - Legal and Ethical Issues in Marketing -- Appendix: 
       Selected Glossaries -- Title Index -- Subject Index 
520    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 
520 8  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! 
588    Description based on publisher supplied metadata and other
590    Electronic reproduction. Ann Arbor, Michigan : ProQuest 
       Ebook Central, 2020. Available via World Wide Web. Access 
       may be limited to ProQuest Ebook Central affiliated 
650  0 Strategic planning - Handbooks, manuals, etc 
655  4 Electronic books 
700 1  Diamond Mulcahy, Wendy 
776 08 |iPrint version:|aOppenheim, Michael R.|tMarketing 
       Information : A Strategic Guide for Business and Finance 
       Libraries|dIndependence : Taylor & Francis Group,c2004
856 40 |u
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