ABSTRACT
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
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
TABLE OF CONTENTS
part I|37 pages
Introduction
chapter Chapter 1|35 pages
Introduction to Sources and Strategies for Research on Marketing
part II|68 pages
Researching the Competitive Environment
chapter Chapter 2|27 pages
Sources for an Industry Scan
chapter Chapter 3|21 pages
Sources About Companies, Brands, and Competitors
chapter Chapter 4|16 pages
Sources for Market Research Reports
part III|47 pages
Research about Customers
chapter Chapter 5|26 pages
Demographic, Geographic, and Lifestyle Sources
chapter Chapter 6|19 pages
Marketing Sources for Demographic Niches
part IV|48 pages
Research for the Promotional Strategy
chapter 7|31 pages
Advertising and Media Planning Sources
chapter 8|14 pages
Public Relations Sources
part V|63 pages
Researching the Sales Strategy
chapter Chapter 9|16 pages
Sales Management, Sales Promotion, and Retail Sources
chapter Chapter 10|16 pages
Direct Marketing and E-Commerce Sources
chapter Chapter 11|29 pages
International Marketing Sources
part VI|18 pages
Researching Price, Packaging, and Place
chapter Chapter 12|16 pages
Product Development, Packaging, Pricing, and Place
part VII|15 pages
Special Topics