KEAN UNIVERSITY LIBRARY
GUIDE
Research Resources in Marketing
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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 wide-ranging
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 HB 615 .O94 2006
Ref HC 106.6 .S74
Ref HC 110 .C66 2009
Ref HD 30.15 .B463 1997
Ref HD 31 .I55 2007
Ref HD 59 .H266 2005
Ref HD 2721 .I63
Ref HF 1001 .E467 2007
Ref HF 5412 .G68 2004
Ref HF 5415 .B4852 2009
Ref HF 5415 .Y23 2002
Ref HF 5803 .A38 2003
Ref HF 5826.5 .K38
Ref HF 5837 .E53 2000
Reference Titles
Oxford Handbook of Entrepreneurship
Standard and Poor’s Industry Surveys
Consumer USA
Blackwell Encyclopedic Dictionary of International Management
Industry and Firm Studies
Handbook of Public Affairs
International Directory of Company Histories
Encyclopedia of Business and Finance
Dictionary of Marketing Communications
Key Concepts in Marketing
International Dictionary of Marketing
Advertising Age Encyclopedia of Advertising
Media Handbook
Encyclopedia of Major Marketing Campaigns
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:
Advanced Dictionary of Marketing: Putting Theory to Use
Aesthetics in Marketing
Blackwell Encyclopedic Dictionary of Marketing
Brands Laid Bare: Using Market Research for Evidence-Based Brand Management
Business Without Borders: A Strategic Guide to Global Marketing
Connecting with Consumers
E-commerce Relationship Marketing
Emerging Paradigms in International Entrepreneurship
Ethical Marketing and the New Consumer
Game-Based Marketing: Inspire Customer Loyalty Through Rewards, Challenges, and Contests
Global Market: Developing a Strategy to Manage across Borders
Handbook of Marketing
Handbook of Marketing Research
Hispanic Marketing: A Cultural Perspective
Interactive Marketing: Revolution or Rhetoric
Interpreting Consumer Choice: The Behavioural Perspective Model
Introduction to International Marketing: A Guide to Going Global
Leisure Marketing: A Global Perspective
Marketing in the Age of Google
Marketing Plan: How to Prepare and Implement It
Quantifying Consumer Preferences
SAGE Handbook of Advertising
SAGE Handbook of International Marketing
Sales Negotiation Skills That Sell
Sales Questions That Close the Sale
Sensory Marketing
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
Understanding Children as Consumers
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
Brandweek Online
Economist
Entrepreneur
Fast Company
Forbes
Fortune
Harvard Business Review
International Journal of Advertising
International Journal of Research in Marketing
International Marketing Review
Journal of Consumer Marketing
Journal of Consumer Research
Journal of Marketing
Journal of Marketing Research
Journal of the Academy of Marketing Science
Marketing News
Sales and Marketing Management
Wall Street Journal
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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.]
ProQuest Business
Databases
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EBSCOhost Business
Resources
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To search ProQuest Business Databases for articles, including newspaper
articles from the Wall Street Journal:
Click the letter P on the Jump to menu.
Click ProQuest Business Databases (ProQuest) VALE.
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:
starbucks* 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 the EBSCOhost Business Resources for scholarly articles using
your key terms:
Click the letter E on the Jump to menu.
Click EBSCOhost Business Resources (EBSCOhost).
Select databases pertinent to your research topic, such as Business Source Complete, Academic
Search Premier, Business Source Premier, Newspaper Source, and/or Regional Business News.
Click Continue.
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 “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:
consumer behavior and advertis*
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.
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JSTOR
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SAGE Journals Online
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ScienceDirect
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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 (envelope icon) located on the
right-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.
To search JSTOR for scholarly articles:
Click the letter J on the Jump to menu.
Click JSTOR.
Click Search to access the Advanced Search form.
Type your key terms in the first and second search boxes.
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:
“business ethics” AND market*
Click Search.
Result: the first 25 retrieved citations will be displayed. Click PDF to view the full-text
article.
E-mail selected article citations by clicking Email Citations at the top of the results list. From
the Citation Format drop-down menu select printer-friendly, fill out the rest of the email form,
and click Send.
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.
Type your key terms in the box next to Search All Journals.
Use double quotes (“”) to retrieve items that contain specific phrases. 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 example, type:
consumer behavior and advertis*
Click Go.
Result: The first 10 retrieved citations will be displayed. For any item that shows the
message Article Available on the left-hand side of the screen, click the Full Text (PDF) link
immediately below the item to view the full-text article.
E-mail the full-text article you are viewing by clicking E-mail this article to a colleague on the
right-hand side of your screen.
If you do not see the Article Available message, search for the journal in the Periodicals List 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.
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MarketLine
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NetAdvantage
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Hoover’s Company
Records
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Click ScienceDirect (Elsevier).
Click the Search button to access the Basic Search form.
Type your key terms in the first and second boxes.
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 example, type:
First Search Box: pharmaceut*
Second Search Box: pricing*
Click Search.
Result: The first 100 retrieved article titles will be displayed. If the full-text article is
available online for a specific item, you will see a PDF link below the item. Click PDF to
view the full-text article.
E-mail the full-text article by clicking the title from the results list, then click E-mail Article.
To search MarketLine for information about worldwide companies and industries:
Click the letter M on the Jump to menu.
Click MarketLine.
Click Browse All Companies Information or Browse All Industries Information 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.
To search NetAdvantage for information about industries and companies
Click the letter N on the Junp to menu.
Click NetAdvantage (Standard & Poor’s)
Click the Industries tab in the upper menu bar for the site’s Industries section.
Select an industry from the drop-down Industry Surveys menu.
Click on the orange arrow box to search.
Notice the menu of available information in the left-hand column.
OR
Click the Companies tab in the upper menu bar.
From the box labeled Resources, select desired type of information, e.g., Company Profile.
Type the name of the company for which you want a profile in the box next to Company Name. For
example, type: Nike
Click on the orange arrow box to search.
Notice the menu of available information in the left-hand column.
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: Nike
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.
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Mergent Online
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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.
Internet Resources
American Community Survey
http://www.census.gov/acs/www
Kids Count
http://www.aecf.org/kidscount/census
American Factfinder
http://factfinder.census.gov
State of New Jersey
http://state.nj.us.gov
Export.gov
Market Research Library
http://www.export.gov
Statistical Abstract of the United States
http://www.census.gov/compendia/statab
U.S. Bureau of Labor Statistics
http://www.bls.gov
FedStats
http://www.fedstats.gov
Hartman Center for Sales, Advertising &
Marketing History
http://library.duke.edu/specialcollections/ha
rtman/
U.S. Census Bureau
http://www.census.gov
Click the Research Guides button on the Library’s
home page (http://library.kean.edu/) to access a collection of
subject-specific guides, including several that focus
on business topics:
http://libguides.kean.edu/business
http://libguides.kean.edu/company
http://libguides.kean.edu/marketing
http://libguides.kean.edu/economics
Copyright © 2009, Kean University Library.
Originally created by Linda Cifelli and Caroline Geck.
Updated by Linda Cifelli, September 25, 2009.
Updated by Shirley Horbatt, September 24, 2010
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