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Marketing Information : A Strategic Guide for Business and Finance Libraries - Michael R. Oppenheim

Marketing Information

A Strategic Guide for Business and Finance Libraries

Paperback Published: 30th October 2004
ISBN: 9780789060068
Number Of Pages: 374

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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 Unlike some research guides that recommend only esoteric and expensive resources, this book offers a well-balanced mix of the 'readily available' and the costly and/or not widely available, so that researchers who lack immediate access to a large university business research collection still has a core of accessible materials that can be found in a public library or on the Web.
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 Marketing Information is a practical tool for marketers and for those studying to be marketers. The authors are seasoned academic business librarians who have helped doctoral candidates, faculty researchers, MBA and undergraduate students, marketing professionals, entrepreneurs, and business managers all find the right information. Now, in this resource, they come together to help you

"Comprehensive.... Logically organized.... Simple To Use And Easy To Consult when trying to identify a discrete resource to support a specific question. Library Science Graduate Students In Business Research Tracks Will Find This Guide Extremely Useful. It Has Strong Potential As A Textbook at the undergraduate business/marketing student level as well. A valuable aspect of the book is its inclusion of contact information for most cited sources. This book should be on the 'resource shelf' of any business or marketing librarian. I know it will be on mine."

Acknowledgmentsp. xiii
Prefacep. xv
Where to Find It: A Checklist for Typical Marketing Conceptsp. xxi
Introduction
Introduction to Sources and Strategies for Research on Marketingp. 3
Researching the Competitive Environment
Sources for an Industry Scanp. 41
Sources About Companies, Brands, and Competitorsp. 69
Sources for Market Research Reportsp. 91
Research About Customers
Demographic, Geographic, and Lifestyle Sourcesp. 109
Marketing Sources for Demographic Nichesp. 135
Research for the Promotional Strategy
Advertising and Media Planning Sourcesp. 157
Public Relations Sourcesp. 189
Researching the Sales Strategy
Sales Management, Sales Promotion, and Retail Sourcesp. 205
Direct Marketing and E-Commerce Sourcesp. 221
International Marketing Sourcesp. 237
Researching Price, Packaging, and Place
Product Development, Packaging, Pricing, and Placep. 269
Special Topics
Sources for Special Topics: Social Marketing, Nonprofit Organizations, Services Marketing, and Legal/Ethical Issuesp. 287
Selected Glossariesp. 301
Title Indexp. 303
Subject Indexp. 325
Table of Contents provided by Ingram. All Rights Reserved.

ISBN: 9780789060068
ISBN-10: 078906006X
Series: Monograph Publish Simultaneously as the Journal of Business
Audience: Professional
Format: Paperback
Language: English
Number Of Pages: 374
Published: 30th October 2004
Publisher: Taylor & Francis Inc
Country of Publication: US
Dimensions (cm): 21.6 x 15.6  x 2.5
Weight (kg): 0.57
Edition Number: 1