1st Edition
Marketing Information A Strategic Guide for Business and Finance Libraries
366 Pages
by
Routledge
368 Pages
by
Routledge
374 Pages
by
Routledge
Also available as eBook on:
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
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
- 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
Biography
Michael R. Oppenheim, Wendy Diamond Mulcahy