KEAN UNIVERSITY LIBRARY
GUIDE
Global Marketing Strategy Research Resources
_________________________________
Circulating Books, Electronic Books, and U.S. Government Documents
To find circulating books, as well as electronic books and U.S. government online documents, on wideranging topics using your key words or ideas:
 Go to the Kean University Library’s home page located at http://library.kean.edu.
 Click Books, E-books, Videos, & More to access the Kean Catalog.
 Type your key words in the search box underneath Find This:
 Limit your search results to particular types of records (such as, Main Collection books, Reference
Collection books, or U.S. Government Online Document) by selecting an option from the Limit Your
Search menu.
 Click Search.
 Evaluate your search results.
 Make note of the Library Location designation for any titles of interest. A designation of Main
Collection means that the book is a circulating title, while Reference Collection means that the book
does not circulate. A designation of U.S. Government Online Document or Electronic Resource means
that the item is available online; you may access the material online by clicking the title, then
clicking the hyperlink next to the words Linked Resource.
 Make note of the call number and status for any Main Collection titles of interest. When a Main
Collection book’s Status is Available, this means that the book is not checked out. Circulating titles
are located in the Main Collection on the second and third floors of the Kean University Library.
Reference Books
Listed below are select reference titles provided for quick look-up by call number in the Reference
Collection located on the first floor of the Library. The first column displays the reference call number.
The second column displays the corresponding title.
Call Numbers
Ref HC 102 .D8
Ref HC 106.6 .S74
Ref HD 30.15 .B463 1997
Ref HD 59 .H266 2005
Ref HD 2721 .I63
Ref HF 1001 .E467 2001
Ref HF 5412 .G68 2004
Ref HF 5415 .B4552 1997
Ref HF 5415 .Y23 2002
Ref HF 5415.1 .D57 2006
Ref HF 5802 .A38 2003
Ref HF 5826.5 .K38
Ref HF 5837 .E53 2000
Ref HG 151 .B49 1997
Ref HG 4961 .M68
Ref ZA 5050 .M67 2004
Reference Titles
D&B Million Dollar Directory: America’s Leading Public & Private Companies
Standard and Poor’s Industry Surveys
Blackwell Encyclopedic Dictionary of Management
Handbook of Public Affairs
International Directory of Company Histories
Encyclopedia of Busine$$ and Finance
Dictionary of Marketing Communications
Blackwell Encyclopedic Dictionary of Marketing
International Dictionary of Marketing
Direct Marketing Market Place
Advertising Age Encyclopedia of Advertising
Media Handbook
Encyclopedia of Major Marketing Campaigns
Blackwell Encyclopedic Dictionary of Finance
Mergent’s Industry Review
International Government Information and Country Information
Electronic Books (E-Books):
The Library has a growing electronic book collection. The Kean Catalog provides records for these
electronic books, and these records specify that the Library Location is Electronic Resources. Click a book
title on a search results list to access the brief record for the item, then scroll down and click the hyperlink
provided next to the words Linked Resources. Listed below are select electronic books that focus on sales
and marketing topics:
Blackwell Encyclopedic Dictionary of Marketing
Brands Laid Bar: Using Market Research for Evidence-Based Brand Management
Business without Borders: A Strategic Guide to Global Marketing
Competing on Value
E-commerce Relationship Marketing
Emerging Paradigms in International Entrepreneurship
Global Account Management
Global Market: Developing a Strategy to Manage across Borders
Hispanic Marketing: A Cultural Perspective
Introduction to International Marketing: A Guide to Going Global
Kellogg on Branding: The Marketing Faculty of the Kellogg School of Management
Leisure Marketing: A Global Perspective
Marketing Era from Professional Practice to Global Provisioning
Marketing Plan: How to Prepare and Implement It
Omnipowerful Brand: America’s #1 Brand Specialist Shares His Secrets for Catapulting Your Brand to
Marketing Stardom
Relationship Banking: Cross-selling the Bank’s Products & Services to Meet Your Customer’s Every
Financial Need
Sales Letters That Sell
Sales Negotiation Skills That Sell
Sales Questions That Close the Sale
There's a Customer Born Every Minute: P.T. Barnum's Secrets to Business Success
Trillion-Dollar Moms Marketing to a New Generation of Mothers
Your Successful Sales Career
Periodicals
Provided below is a list of select periodicals available in electronic format through the Library’s
databases. To check holdings information for these titles and numerous other periodicals, click Periodicals
List on the Library’s home page (http://library.kean.edu), then click Periodicals List again.
Advertising Age
AdWeek
American Business Review
American Demographics
Brandweek Online
Business Week
Economist
Entrepreneur
Fast Company
Financial Times
Forbes
Fortune
Harvard Business Review
Journal of Economic History
Journal of Economic Research
Journal of Finance
Marketing News
New York Times
Newsweek
Sales and Marketing Management
Star Ledger
Time
Wall Street Journal
Electronic Databases
To start using the Library’s electronic databases to search for articles on certain topics using your key words, go to the
Library’s home page (http://library.kean.edu). Click Articles & More to access the Databases. The databases are organized in
two different lists. In one list the databases are listed alphabetically, and in the other list the databases are listed by subject or
format. Brief directions are provided on the next pages to help you navigate these electronic databases. [Note: When you are
off-campus, you will be asked to enter your Kean Library bar code after you click on a database name. Your bar code is
located on the back of your Kean University photo ID card.]
ABI/INFORM Global









ScienceDirect









To search ABI/INFORM Global for articles, including newspaper
articles from the Wall Street Journal:
Click the letter A on the Jump to menu.
Click ABI/INFORM Global (ProQuest).
Type your key terms in the box underneath Basic Search.
Use the “and” operator to combine terms and retrieve items that contain all of the terms. Use
the “or” operator to retrieve one or more of the grouped terms (not necessarily all of the
grouped terms). Use the asterisk (*) as a truncation symbol after a word root to retrieve
articles with the word root and all of its possible word endings. For instance, type:
(jetblue* or jet blue*) and strateg* and customer* and brand*
Limit your results to articles reviewed or judged by scholars in the field (in other words,
scholarly or peer reviewed articles) by selecting Scholarly journals, including peer-reviewed.
Click Search.
Result: The first 10 retrieved article titles will be displayed. If the full-text article is available
online for a specific item, you will see a Full Text link, a Text + Graphics link, a Full Text - PDF
link, or a combination of theses links immediately below the item. Click one of these links to
view the full-text article.
E-mail the article you are viewing by clicking Email located at the top left-hand side of your
screen.
If full-text link options are not present, click Find a copy, then click TOUR Full Text or Check
for full text via Tour Resolver to check the availability of full-text for the article in other Kean
University Library databases.
To search ScienceDirect for scholarly articles using your key terms:
Click the letter S on the Jump to menu.
Click ScienceDirect (Elsevier).
Click the Search button to access the Basic Search Template.
Type your key terms in the first and second boxes next to Term(s):.
Use the “and” operator to combine terms and retrieve items that contain all of the terms. Use
the “or” operator to retrieve one or more of the grouped terms (not necessarily all of the
grouped terms). Use double quotes (“”) to retrieve items that contain specific phrases. Use
the asterisk (*) as a truncation symbol after a word root to retrieve articles with the word
root and all of its possible word endings. For example, type:
First Search Box: starbucks*
Second Search Box: “cause related marketing” or social or communit* or partner*
Click Search.
Result: The first 100 article titles will be displayed. If the full-text article is available online
for a specific item, you will see a Full Text + Links link, a PDF link, or both immediately
below the item. Click one of these links to view the full-text article.
E-mail the full-text article you are viewing by clicking Summary Plus, Abstract, or Full Text +
Links, then click E-mail Article located at the top of the article or abstract.
Lastly, find full-text articles cited in the article by scrolling to the references section at the
end of the article and clicking Full Text via CrossRef when provided for relevant citations.
EBSCOhost
Research Databases












OmniFile Full Text Mega










To search the EBSCOhost Research Databases for articles using
your key terms:
Click the letter E on the Jump to menu.
Click EBSCOhost Research Databases.
Click EBSCOhost Web.
Select Academic Search Premier, Business Source Premier, Corporate ResourceNet, MasterFILE
Premier, Newspaper Source, and/or Regional Business News.
Click Continue.
Type your key terms in the search box labeled Find:
Use the “and” operator to combine terms and retrieve items that contain all of the terms. Use
the asterisk (*) as a truncation symbol after a word root to retrieve articles with the word
root and all of its possible word endings. For instance, type:
carnival* and cruise* and (social network* or web 2.0 or podcast* or blog* or weblog*)
Limit your results to articles reviewed or judged by scholars in the field (in other words,
scholarly or peer reviewed articles) by selecting Scholarly (Peer Reviewed) Journals under the
Limit your results heading.
Click Search.
Result: The first 10 retrieved article titles will be displayed. If the full-text article is available
online for a specific item, you will see one or more of the following links immediately below
the item: HTML Full Text, PDF Full Text, or Linked Full Text. Click one of these links to view
the full-text article.
E-mail the article you are currently viewing by clicking E-mail located at the top of your
screen.
If full-text link options are not present, click the TOUR button to check the availability of
full-text for the article in other Kean University Library databases.
To search OmniFile Full Text Mega (WilsonWeb) for scholarly articles using your key
terms:
Click the letter O on the Jump to menu.
Click OmniFile Full Text Mega (WilsonWeb).
Select Business (BUS) or Social Science (SS) instead of All from the Subject Area drop-down
menu.
Type your key terms in the first, second, and/or third boxes adjacent to Search For:
Use the “and” operator to combine terms and retrieve items that contain all of the terms. Use
the “or” operator to retrieve one or more of the grouped terms (not necessarily all of the
grouped terms). Use double quotes (“”) to retrieve items that contain specific phrases. Use
the asterisk (*) as a truncation symbol after a word root to retrieve articles with the word
root and all of its possible word endings. For example, type:
First search box: starbucks*
Second search box: chin*
Limit your results to articles reviewed or judged by scholars in the field (in other words,
scholarly or peer reviewed articles) by selecting Peer Reviewed.
Click Start.
Result: The first 10 retrieved article titles will be displayed. If the full-text article is available
online for a specific item, you will see a Full Text HTML link, a Full Text PDF link, or both
immediately below the item. Click one of these links to view the full-text article.
E-mail the article you are currently viewing by clicking the blue Print Email Save button
located on the left-hand side of your screen.
If full-text link options are not present, click the TOUR button to check the availability of
full-text for the article in other Kean University Library databases.
SAGE Journals Online









JSTOR








LexisNexis Academic









To search Sage Journals Online for scholarly articles using your key terms:
Click the letter S on the Jump to menu.
Click Sage Journals Online.
Click Advanced Search underneath the Quick Search box.
Use the asterisk (*) as a truncation symbol after a word root to retrieve articles with the word
root and all of its possible word endings. For example, using the first row of search boxes,
type :
Left-hand search box: royal caribbean*
Right-hand search box: marketing
Note that the “and” operator combines terms and retrieves items containing all of the terms.
Click Search.
Result: The first 10 retrieved citations will be displayed. Click the Full Text (PDF) link
immediately below the item to see if the full-text article is available to you.
E-mail the full-text article you are viewing by clicking Abstract, then click E-mail this Article to
a Friend located in the gray box on the right-hand side of your screen.
If you are not able to access the full-text article and instead get the message This item requires
a subscription, then search for the journal in the Periodicals List to check the availability of fulltext for the article in other Kean University Library databases.
To search JSTOR for scholarly articles using your key terms:
Click the letter J on the Jump to menu.
Click JSTOR.
Click Search.
Type your key terms in the search box.
Use the “AND” operator to combine terms and retrieve items that contain all of the terms.
Use double quotes (“”) to retrieve items that contain specific phrases. Use the asterisk (*) as a
truncation symbol after a word root to retrieve articles with the word root and all of its
possible word endings. For instance, type:
airline* and industry and pricing and southwest*
Click Search.
Result: The first 25 retrieved citations will be displayed. Click citation titles of interest to
view the full-text articles.
E-mail the citation for the article you are currently viewing by clicking Save Citation located
above the article image. Click View Saved Citations. Under the Export Options heading, click
Email citations. Select printer-friendly instead of citation-manager from the Citation Format dropdown menu. Fill out the rest of the email form, then click Send.
To search LexisNexis Academic for news using your key terms:
Click the letter L on the Jump to menu.
Click LexisNexis Academic.
Click News on the top red toolbar.
Select Terms and Connectors above the search box labeled Enter Search Terms.
Type your key terms in the Enter Search Terms box.
Use the “AND” operator to combine terms and retrieve items that contain all of the terms.
Use the “OR” operator to retrieve one or more of the grouped terms (not necessarily all of
the grouped terms). Use double quotes (“”) to retrieve items that contain specific phrases.
Use the asterisk (*) as a truncation symbol after a word root to retrieve articles with the word
root and all of its possible word endings. For example, type:
delta and (international or global) and strateg* and “air france”
Notice that the Select Sources drop-down menu automatically defaults to US Newspapers and
Wires. If desired, select another option from the Select Sources menu.
Result: The first 25 retrieved article titles will be displayed. Click the title to access the fulltext article.
E-mail the article you are currently viewing by clicking the Email Documents icon located on
the top right-hand corner of your screen.
LexisNexis Academic







Factiva








Factiva







MarketLine






To search LexisNexis Academic for company information:
Click the letter L on the Jump to menu.
Click LexisNexis Academic.
Click Business on the top red toolbar.
Type a company name in the box to the right of Company Name (s). For instance, type:
jetblue
Click Search.
Result: The first 25 retrieved document titles will be displayed. Click the title to access the
full-text document.
E-mail the document you are currently viewing by clicking Email located on the top righthand side of your screen.
To search Factiva for company information:
Click the letter F on the Jump to menu.
Click Factiva (Dow Jones).
Click Companies/Markets on the top green toolbar.
Click Company (instead of Quotes) at the top left corner of the screen.
Type a company name in the box to the right of Company Name. For example, type: delta
Click the magnifying glass button to run the search.
Results: Browse the Company Results list for the desired company. Click the company name
to access a Snapshot, including Address/Contact Information, Business Description, and more.
Alternatively, click News, Financial Results, Reports, or Build a Report to view more detailed
information about the company.
To search Factiva for business articles, including Wall Street Journal articles:
Click the letter F on the Jump to menu.
Click Factiva (Dow Jones).
Type your key terms in the Free Text search box. Use the “and” operator to combine terms
and retrieve items that contain all of the terms. Use double quotes (“”) to retrieve items that
contain specific phrases. Use the asterisk (*) as a truncation symbol after a word root to
retrieve articles with the word root and all of its possible word endings. For instance, type:
"ad* campaign*" and "carnival cruise*" and danc*
Select the appropriate date range from the Date menu.
Click Run Search.
Result: The first 20 retrieved article titles will be displayed. Click the article title to view the
full-text article.
E-mail the article you are currently viewing by clicking the envelop icon located on the top
left-hand side of your screen.
To search MarketLine Business Information Centre for information about worldwide
companies and industries:
Click the letter M on the Jump to menu.
Click MarketLine Business Information Centre.
Click the Browse Companies tab to access lists of companies arranged alphabetically or by
industry.
Alternatively, type a company name in the box labeled Search Our Products. For instance,
type:
krispy kreme
Click Go.
Result: Browse the results list for the desired company. Click the company name to access a
Company Overview, Business Description, History, and more.
Corporate ResourceNet







Corporate ResourceNet









Hoover’s Company
Records





ReferenceUSA




To search Corporate ResourceNet for company information:
Click the letter C on the Jump to menu.
Click Corporate ResourceNet (EBSCOhost).
Click Company Profiles.
Browse the alphabetical Company Name list.
Alternatively, type a company name in the search box labeled Find: For example, type:
southwest airlines
Click Browse.
Results: Browse the results list for the desired company. Click the link labeled Datamonitor
Report to the right of the company name to access a full-text report in PDF (page image)
format. The Datamonitor Report features a Company Overview, Key Facts, Key Employee
Biographies, Products and Services Analysis, SWOT Analysis, and more.
To search Corporate ResourceNet for magazine and journal articles:
Click the letter C on the Jump to menu.
Click Corporate ResourceNet (EBSCOhost).
Type your key terms in the search box labeled Find:
Use the “and” operator to combine terms and retrieve items that contain all of the terms. Use
the asterisk (*) as a truncation symbol after a word root to retrieve articles with the word
root and all of its possible word endings. For instance, type:
southwest airlines and competit*
Limit your results to articles reviewed or judged by scholars in the field (in other words,
scholarly or peer reviewed articles) by selecting Scholarly (Peer Reviewed) Journals under the
Limit your results heading.
Click Search.
Result: The first 10 retrieved article titles will be displayed. If the full-text article is available
online for a specific item, you will see one or more of the following links immediately below
the item: HTML Full Text, PDF Full Text, or Linked Full Text. Click one of these links to view
the full-text article.
E-mail the article you are currently viewing by clicking E-mail located at the top of your
screen.
If full-text link options are not present, click the TOUR button to check the availability of
full-text for the article in other Kean University Library databases.
To search Hoover’s Company Records for company information:
Click the letter H on the Jump to menu.
Click Hoover’s Company Records (ProQuest).
Type a company name in the box underneath Basic Search. For example, type:
carnival
Click Search.
Result: The first 10 retrieved records will be displayed. Browse the results list for the
desired company. Click the Full Text link below the company name to view a company Fact
Sheet, Overview, History, Financials, and more.
To search ReferenceUSA for company information:
Click the letter R on the Jump to menu.
Click Reference USA.
From the box on the left labeled ReferenceUSA Databases, select a particular Business Database
by clicking Search to the right of the database’s name. For instance, you may select one of
the following databases: U.S. Businesses, Canadian Businesses, Corp Tech (high-tech
companies), HealthCare, or International Businesses.
After selecting a database, click the red Start Search Now button to access the Quick Search
form, and proceed.
Mergent Online






CountryWatch



CQ Electronic Library












To search Mergent Online for company information:
Click the letter M on the Jump to menu.
Click Mergent Online.
Click enter mergent online.
In the box labeled Identifier on the left-hand side of your screen, make sure Company Name is
selected, then type a company name in the box below. For example, type: apple
Click Search.
Results: Browse the Search Results list for the desired company. Click the company name to
access Company Details, Company Financials, News, Annual Reports, and more.
To search CountryWatch for information, including historical, cultural, and political
information, about the countries of the world:
Click the letter C on the Jump to menu.
Click CountryWatch.
Select a country from the drop-down menu located under the heading Shortcut to Country
Review on the right-hand side of your screen and proceed.
To search CQ Electronic Library for reports using your key terms:
Click the letter C on the Jump to menu.
Click CQ Electronic Library (Congressional Quarterly).
Type search terms in the search box on the left labeled All CQEL Search: Search across your
library’s CQEL collections.
Click Go.
Click titles in the results list to access full-text reports.
Alternatively, click Advanced Search for the Advanced Search template.
Type your key terms in the search box.
Use the “and” operator to combine terms and retrieve items that contain all of the terms.
Use the asterisk (*) as a truncation symbol after a word root to retrieve articles with the word
root and all of its possible word endings. For example, type:
tobacco and advertis*
Click Search.
Result: The first 30 retrieved report titles will be displayed. Click one of the titles to view
the full-text report.
View a report in PDF (page image) format by clicking either the PDF Color or PDF B/W
button (when available) in the top right-hand corner of the screen.
E-mail the report you are currently viewing by clicking E-mail This Document or E-mail
Report.
Internet Resources
American Community Survey
http://www.census.govacs/www
FedStats
http://www.fedstats.gov
American Factfinder
http://factfinder.census.gov
Statistical Abstract of the United States
http://www.census.gov/compendia/statab
Export.gov
Market Research Library
http://www.export.gov
U.S. Bureau of Labor Statistics
http://www.bls.gov
U.S. Census Bureau
http://www.census.gov
Copyright © 2007, Kean University Library
Created by Ms. Linda Cifelli, Ms. Caroline Geck, and Mr. Marquan Mutazz.
November 26, 2007