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作者 Oppenheim, Michael R
書名 Marketing Information : A Strategic Guide for Business and Finance Libraries
出版項 Independence : Taylor & Francis Group, 2004
國際標準書號 9781135185596 (electronic bk.)
book jacket
說明 1 online resource (367 pages)
text txt rdacontent
computer c rdamedia
online resource cr rdacarrier
附註 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
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
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
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!
Description based on publisher supplied metadata and other sources
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2020. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries
鏈接 Print version: Oppenheim, Michael R. Marketing Information : A Strategic Guide for Business and Finance Libraries Independence : Taylor & Francis Group,c2004 9780789021120
主題 Strategic planning - Handbooks, manuals, etc
Electronic books
Alt Author Diamond Mulcahy, Wendy
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