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Research Guide - Marketing

Axe Online Catalog & Other Book Sources

• Axe Library Catalog

Other Book Sources

• NetLibrary
• Library Catalogs Online
• WorldCat

Journal Databases

Primary Databases

• ABI/INFORM
• Business and Company Resource Center
• LexisNexis Academic
• STAT-USA Internet
• Viewswire
• Wall Street Journal

Secondary Databases

• Mergent Online
• PsycINFO
• Sage Journals Online
• Value Line Research Center

Multidisciplinary Databases Covering Marketing

• With Full Text
  • Academic OneFile
  • Academic Search Premier
  • Research Library
• Indexing, abstracts, and occasional links to full text
  • Google Scholar

"Serials Solutions"

Search by title, title keyword or subject group. The category "Business & Economics" includes the subcategory "Commerce > Marketing"

SEE ALSO: Online Publications

Online Reference Sources

Dictionaries, Glossaries & Encyclopedic Sources | Directories | Company Directories

• ReferenceUniverse

Dictionaries, Glossaries & Encyclopedic Sources

• Gale Virtual Reference Library
• List of Marketing Terms (Quirk Enterprises, Inc.)
• Marketing Terms. Com: Dictionaries - Includes links to a number of marketing dictionaries
• WikiPedia > Marketing entry

Directories

• Advertising World: The Ultimate Marketing Communications Directory Extensive directory of advertising and marketing links, organized by subject. (U of Texas)
• EDGAR (the Electronic Data-Gathering, Analysis, and Retrieval system)
• Google > Business > Marketing and Advertising
• Yahoo! > Directory > Business and Economy > Business to Business > Marketing and Advertising
• Yahoo! > Directory > Business and Economy > Marketing and Advertising

Company Directories

• ReferenceUSA

Selected Sources in Axe Library

• The Advertising Age encyclopedia of advertising
• Advertising media A to Z: the definitive resource for media planning, buying, and research
• Dictionary of marketing and advertising
• Dun & Bradstreet's Industry norms and key business ratios
• Encyclopedia of associations
• Handbook of marketing scale: multi-item measures for marketing and consumer behavior research
• Market share reporter
• Standard & Poor's industry surveys
• Success by the numbers: statistics for business development

Related subject headings:

• Marketing (and related headings)
• Advertising
• Internet advertising
• Internet marketing
• Market surveys
• Public relations (and related headings)
• Relationship marketing
• Target marketing
• Television advertising (and related headings)

Associations and Societies

• American Association of Advertising Agencies (AAAA) - Members in AAAA account for three quarters of the total advertisements placed nationwide. Find publications, a searchable membership roster, a news section, and information about upcoming events.
• American Marketing Association (AMA) - Includes AMA publications, conferences, and career information.
• Business Marketing Association (BMA) - Includes career development resources. Also, current practice studies, white papers, and expert advice from members on topics such as salaries, branding, and measurement tools.
• Direct Marketing Association (DMA) - Over 4,700 companies are members. This organization holds networking events, fights negative industry perceptions, conducts industry research, and represents membership interests on Capitol Hill.
• International Newspaper Marketing Association (INMA) - Has more than 1,100 members from 65 different countries. While much information on this site is reserved for members, many good articles are freely available.
• Outdoor Advertising Association of America (OAAA) - Provides statistics and specialized industry information. Non-members have access to case reports, current topics, and an Arbitron study of outdoor media consumer behavior.

Selected Web Sites

General Overview | Comprehensive Web Sites | Marketing Statistics Sources | Online Publications & Working Papers | Career & Job Information | History of Marketing & Advertising | Media Specific Marketing

General Overview

• Advertising Principles - Details on creating effective advertising campaigns.
• Guerrilla Marketing - discusses strategy and provides resources.

Comprehensive Web Sites

• About.com Marketing - Articles and annotated links to relevant internet sources.
• Ad Resource Guide - Guide to digital advertising
• Guide to eCommerce Guide to research and e-commerce web sites (Cornell Univ.)
• KnowThis - This "Virtual Marketing Library" is a well organized site of resources and references of marketing, advertising and selling links. Part of the WWW Virtual Library
• Market Research Portal - Contains a wide variety of information on marketing. Included are statistics, research resources, terminology, etc.
• Marketer's Portal - links to commercial, news, media, and marketing resources.
• MarketingProfs.com - a portal site that focuses on strategies and tactics used by marketing firms.
• Web Digest for Marketers - weekly reviews of marketing web sites.

Marketing Statistics Sources

• Bureau of Labor Statistics (U.S. Department of Labor) - Earnings, inflation and spending, and the economy in general, along with other topics.
• American FactFinder
• Ameristat - U.S. demographics based on Census data
• BEA's Economic Accounts (Bureau of Economic Analysis - U.S. Department of Commerce) - National and State personal income & outlays.
• ClickZ Stats - Statistics and more on how the Internet is used and trends in new Internet markets.
• Country Business Patterns - Economic and industrial data for U. S. counties
• DismalScientist - Search by zip code to retrieve labor, demographic, income, and real estate statistical profiles.
• Population/ Demographic Resources (RefDesk.com) - A guide to sources on population and demographics.
• STAT-USA Internet
• Statistical Abstract of the United States

Online Publications & Working Papers

• Advertising Age
• Adweek
• Brandweek
• DM News - "Online newspaper" with a variety of articles and tips on direct marketing.
• Mediaweek
• Sales & Marketing Management
• Stanford Graduate School of Business - research papers

Career & Job Information

• Marketing Jobs.com - Featured employers include AT&T Wireless, Johnson & Johnson, and Eli Lilly, etc.

SEE ALSO:

• College Catalogs & Careers (Axe Library Databases by Subject)

History of Marketing & Advertising

• The Hartman Center for Sales, Advertising & Marketing History in [the Duke University's] Special Collection Library acquires and preserves printed material and collections of textual and multimedia resources and makes them available to researchers around the world. Through these collections and related programming, the Center promotes understanding of the social, cultural, and historical impact of advertising, marketing, and sales.
  • Ad*Access - images of over 7,000 advertisements printed in U.S. and Canadian newspapers and magazines between 1911 and 1955.
  • Emergence of Advertising in America: 1850-1920 presents over 9,000 images relating to the early history of advertising in the United States.

Media Specific Marketing

• ACNielsen offers an integrated suite of market information gathered from a wide range of sources, advanced information management tools, sophisticated analytical systems and methodologies, and dedicated professional client service to help our clients find the best paths to growth.
  More specific sites include:
  • Nielsen Media Research - Key reports and free data on Internet usage.
  • Nielsen NetRatings - Audience segmentation data on ethnic television audiences.
• Admedia - This site acts as a resource guide specifically for internet advertising. The home page contains various articles about the industry. Other sections include planning, development and research.
• Advertising Media Internet Center (AMIC) - Use the "Ad Data" link for information about magazine, radio, television, and Internet audiences and costs. Free registration is required.
• Arbitron - This market research company conducts surveys of various network and radio audiences that analyze local market consumer behavior in terms of media and retail consumption.
• Television Bureau of Advertising - "Research Central" section has reports on viewers, markets, consumers, media trends, and ad revenues. Other information is available, however membership is required to access much of the site content.

Course Related Web Sites

PSU Department of Management and Marketing.

MBA Experience (PDF) an Axe Library "Guide to Business Research Sources" (MGMKT-801)

• PSU 2003-2005 University Catalog - Management and Marketing
  • Bachelor of Business Administration Degree with Majors in Management and Marketing
  • Minor in Marketing