“Information You Can Trust”
Alverno College Library
Marketing: A Strategy for Library Research
The purpose of a pathfinder is to assist you in organizing your library research strategy. Use the information provided below to guide
your search for information about a company. Information about publicly-held companies is available through numerous reference
sources. Private company information may require more intensive searching techniques. CAUTION: many valuable sources are
in print – see below for books and scholarly journals.
Reference Books
• Fundamentals of business marketing research (Ref 658.83 F981)
• Dictionary of Marketing Communications (Ref 658.8 G721)
• Advertising media A to Z: the definitive resource for media planning, buying, and research (Ref 659.1 S961)
• Market Share Reporter 2007 – 2 vol. (Ref 658.834 M345)
• European Marketing Data & Statistics (Ref 658.83 E89)
• Household Spending: who spends how much on what 2006 (Ref 658.834 H842)
• The Lifestyle Market Analyst (market, demographic segment, and lifestyle profiles (Ref 658.834)
FIND ARTICLES ABOUT MARKETING IN JOURNALS and MAGAZINES (PERIODICALS)
The most current information will be found in the following databases:
http://depts.alverno.edu/library/dbsubject.html#busi
*Business Source Premier
ProQuest National Newspapers Core Collection (includes the Wall Street Journal)
Sage Premier Collection Newspapers
Another source for local information is the Milwaukee Business Journal. You may search for information on your
company at their web site: http://www.milwaukee.bizjournals.com/milwaukee/.
LOCATING INFORMATION: WEBSITES
ClickZ
ClickZ is the one of the key sources of information related to online activities. Reports, statistics on the Internet industry.
http://www.clickz.com/
Know This
The Internet's reference & resource site for marketing, research, advertising, selling, promotion & more.
http://www.knowthis.com/
Consumer Expenditure Survey (CE)
http://www.bls.gov/cex/home.htm
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MarketingProfs.com
Provides strategic and tactical marketing know-how to marketing professionals through articles and commentary.
http://www.marketingprofs.com/
American FactFinder
http://factfinder.census.gov/
Social Marketing Institute
Note the case studies ("success stories") of social marketing, in addition to working papers, links to related sites, job
listings, and more.
http://www.social-marketing.org/
Better Local Marketing
Ideas to help you grow your local business with better marketing.
http://www.allbusiness.com/marketing/strategic-marketing/3992-1.html
US Commercial Service
Market research by US government agencies, Country Commercial Guides, industry sector analyses, product promotion,
trade leads, financial information, export and tariff advice. Free registration required to view market research reports.
http://trade.gov/cs/
American Time Use Survey
The American Time Use Survey (ATUS) measures the amount of time people spend doing various activities: paid work,
childcare, volunteering, commuting, and socializing. Estimates show the kinds of activities people do and the time spent
doing them by sex, age, and other characteristics, as well as by weekday and weekend day.
http://www.bls.gov/tus/home.htm
Selling Power
Professional trade journal devoted to sales and marketing. Includes Selling Power 500, the list of the largest 500 sales
forces in the US.
http://www.sellingpower.com/homepage/
Advertising World
Links to various advertising resources on the Web. Click on the ADS category to link to various Web repositories of print
ads and commercials.
http://advertising.utexas.edu/world/index.htm
ACNielsen
ACNielsen Corporation is the world's leading provider of market research, information and analysis to the consumer
products and services industries.
http://www.acnielsen.com/
*See also: the Alverno College library homepage http://depts.alverno.edu/library/
BEST WEB SITES > Business & Management > Marketing & Advertising
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LOCATING SPECIFIC BOOKS at Alverno and the library consoturm
Book titles published
Under The Influence: Tracing The Hip-Hop Generation's Impact On Brands, Sports, & Pop Culture (658.834 P322)
Advertising 2.0: Social media marketing in a Web 2.0 world (659.144 T966)
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Branded: The buying and selling of teenagers *(MMC)
Marketing research by Carl McDaniel, Jr. and Roger Gates
Marketing ethics by George G. Brenkert *(CSU)
Branded Male: Marketing To Men *(CUW)
Six sigma marketing: From cutting costs to growing market share *(CSU)
Cheap: The real cost of the global trend for bargains, discounts & customer choice (658.839 B745)
Flock and flow: Predicting and managing change in a dynamic marketplace (658.8 M4788)
Qualitative marketing research: A cultural approach *(WLC)
Niche envy: Marketing discrimination in the digital age (658.834 T956)
Branded for life: How Americans are brainwashed by the brands we love (658.8343 B658)
Marketing to the new super consumer: Mom & kid *(WLC)
Media promotion and marketing for broadcasting, cable, and the Internet *(WLC)
The affluent consumer: marketing and selling the luxury lifestyle (658.834 M624)
What is marketing? Harvard Business School Press (658.8 W555s)
Hispanic marketing & public relations: understanding and targeting America's largest minority *(CSU)
Powerhouse marketing plans: 14 outstanding real-life plans and what you can learn from them to supercharge your own
campaigns *(CUW, CSU)
Analysis for marketing planning *(CUW)
Don't think pink: What really makes women buy--and how to increase your share of this crucial market (658.834 J67)
eBooks - search in online catalog (TOPCAT) by title
Guerrilla marketing for consultants (2005)
Market segmentation: a guide to sources of information (2005)
Does your marketing sell? The secret of effective marketing communications (2005)
Hispanic marketing a cultural perspective (2005)
Strategic marketing management planning, implementation and control (2005)
Advances in electronic marketing (2005)
The 2005-2010 world outlook for marketing research and public opinion polling (2004)
Precision marketing: the new rules for attracting, retaining, and leveraging profitable customers
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LOCATING BOOKS IN THE LIBRARY ONLINE IN TOPCAT (The Online Public Catalog)
In addition to entering the specific names of companies (e.g. Harley-Davidson) and products (e.g. motorcycles), as a SUBJECT
search, use the following headings to locate information about a company. In order to narrow your search, use subheadings such as
STATISTICS, DIRECTORIES, or geographic location (e.g. CORPORATIONS-WISCONSIN-DIRECTORIES):
Marketing
Marketing -- Management
New Products
Market segmentation
Marketing -- Technological innovations
Product management -- United States
Brand name products
Consumers' preferences -- Forecasting
Consumers -- United States -- Attitudes
Business forecasting
Consumer behavior
Brand name products -- United States
Consumer profiling
Marketing Research
Quickly borrow books from outside Alverno! The Alverno College Library is a member of the SWITCH
consortium (Southeastern Wisconsin Information Technology Exchange), which provides materials to patrons from
seven other Milwaukee area libraries. SWITCH libraries share books, videos, scores, journal articles, and other items.
With a valid Alverno library card, you can have materials delivered to Alverno’s library for checkout
ONLINE JOURNALS and MAGAZINES (PERIODICALS)
This is not an exhaustive list of the hundreds of marketing-related journals available to you… REMEMBER! marketing research
includes sources found in other areas of business and management…
Sales & Marketing Management
Journal of Marketing: from the American Marketing Association
Journal of Marketing Research: AMA
Advertising Age
Journal of International Marketing: AMA
International Journal of Management:
Marketing Science: the marketing journal of TIMS/ORSA
Marketing Research: a quarterly business management publication of the American Marketing Association
Marketing Management: from the American Marketing Association Publications Group
Marketing News: AMA
Marketing Week: the news magazine of marketing, media, and advertising
Marketing Education Review: from the Business Education Foundation
This pathfinder is only a beginning. For additional information and assistance, please ask the Reference librarian on duty.
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