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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
informationhighlighting 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
sources
590 Electronic reproduction. Ann Arbor, Michigan : ProQuest
Ebook Central, 2020. Available via World Wide Web. Access
may be limited to ProQuest Ebook Central affiliated
libraries
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
|z9780789021120
856 40 |uhttps://ebookcentral.proquest.com/lib/sinciatw/
detail.action?docID=244222|zClick to View
