Business: Marketing

Prepared by Marcy Carrel (mcarrel@nelson.usf.edu)

3 September 2008

Finding Articles (Suggested Databases):

If you are off campus, please login through Blackboard and click through to the USF Libraries homepage. Under the tab “Resources,” click on “Databases by Title/Subject,” to search for databases of interest.  If you have any questions, please contact the Nelson Poynter Library Reference Desk at 727-873-4124.

Selected Databases:  General business and industry

ABI/INFORM Global (Proquest)

This is a premier business database which provides access to a wide variety of business literature, covering nearly 1800 business periodicals as well as the Wall Street Journal.  Much of the database is full-text. 

Business and Company Resource Center (Thomson Gale)

Search by company, by industry, or within a collection of full-text articles on business and industry.  Includes investment reports, rankings, and market share data, when available.  Industry information is also available by SIC or NAICS codes and from specialized business encyclopedias.

Business Source Premier (EBSCO)

A key scholarly database in the field of business, BSP provides full-text articles from over 2,300 journals.  Full text articles (PDF) from the Harvard Business Review date back to 1922.  BSP also includes market research, industry, and country reports from Datamonitor, EIU and other sources.

Standard & Poor’s Net Advantage

Known for its financial data and information on publicly-held companies.  Use the “Industries” tab at the top to access the S&P Industry Surveys – reports that provide in-depth coverage and analysis of broad industry classifications.

Selected Databases:  Marketing reports and research

Business Insights

This database is a collection of in-depth international marketing reports for the consumer goods, energy, finance, healthcare, and technology industries.

IBISWorld *NEW*

IBISWorld provides reports for 723 US industries (by NAICS does). In addition to industry market research reports, reports are also available on company research and business environment.

MarketResearch.com Academic

A collection of market research reports from publishers such as Packaged Facts.

Covers eight industry categories and sectors, including Consumer Goods and Life Sciences.

Marketline Business Information Centre (Datamonitor)

Provides company, industry, and country profiles.  Full-text in-depth reports from Datamonitor with an international perspective (developed world).  Some company profiles include SWOT analyses.

Mintel oxygen (Mintel reports) *NEW*

Mintel "Oxygen" is the academic version of one of the leading marketing research databases, focused on the business to consumer marketplace in the U.S. and western Europe. In-depth reports include primary research, analysis, and data from Simmons and other sources. (Additional registration and login required.)

STAT-USA Internet (for access to GLOBUS & NTDB)

This service from the U.S. Department of Commerce provides access to both “STON”/State of the Nation for U.S. economic and financial data and “GLOBUS & NTDB” for international market research, trade opportunities, country analysis, and the NTDB/National Trade Data Bank library.  Includes Country Background Notes, Country Commercial Guides, and other programs.  Very useful for international marketing.

TableBase 

Indexes tables and charts appearing in published sources.  Precise indexing enables searching for tabular information related to companies, industries, products, markets and demographics such as market share, market size, sales, advertising, etc.  Each full-text table provides source information to locate the complete original source.  

Selected Periodicals: Marketing

To locate additional related journals (print or electronic), search or browse the USF Libraries catalog.  To specifically locate only electronic journals, select “E-Journals by Title.”  Please note that this information changes often.

Finding Books (USF Online Catalog):

Books on marketing are generally classified in HF5410 - HF5417.5 under the LC classification system.  Books on advertising are classified in HF5801-6182.  Searching the catalog will identify e-books to read online as well as books on the shelves.  Reference books are on the first floor of the Poynter Library; books (A-HN) in the circulating collection are on the second floor; HQ-Z is on the third floor.

Selected Reference Books:  (Poynter Library, first floor)

The Advertising Red Books (REF HF5805 .S772)

Formerly known as the Standard Directory of Advertisers, and now published by LexisNexis, this multi-volume set is a classic reference book for the advertising industry.  The most current annual edition is kept in the reference collection.

American Marketplace: Demographics and Spending Patterns (REF HA214.A6 2005)

A useful compilation of statistics relating to education, health, housing, income, labor, population, and spending.  Tables cite the original source of the statistics which provides authority for the data and aids in locating additional information.

Brands and their companies (Gale)  (REF T223.V4 A22)

This two-volume directory set is useful for quickly identifying brand names and the companies that own them.  (Also available in the “Business and Company Resource Center” database.)

Business Statistics on the Web (REF HF1016.B47 2003)

A handy resource for locating organizations that provide statistics via the Internet.  The book also has a useful chapter on basic statistical methodologies.

Demographics of the U.S.   (REF HB849.49.R87 2003)

Published in 2003, this resource provides an historical view of statistical trends in the United States from 1950 through 2000.  A great place to get an overall picture of how demographics are changing.  Each table provides the source of the original statistics.

Florida Statistical Abstract   (REF HC107.F6 F58)

Detailed statistics on Florida’s population, housing, business, education, etc.  Many tables are broken down by county.  Annual volumes available since 1971.

The Lifestyle Market Analyst (from SRDS) (HF5415.33.U6 L54)

A popular and unique title for consumer researchers, this 1000+ page publication is divided into three sections: Market Profiles; Lifestyle Profiles; and Consumer Segment Profiles.  For a given metro area, you can identify the top lifestyles, such as boating/sailing, and then look-up a profile for consumers that rank highly on that lifestyle characteristic.

North American Industry Classification System (NAICS) (REF HF1042.N6 2002)

Or available online at: http://www.census.gov/epcd/www/naics.html

Complete listing of classification codes used by North American governments to classify and compare industries. 

Rand McNally Commercial Atlas & Marketing Guide  (REF G1019 .R22)

This is an oversize atlas of the U.S. with demographic and other consumer information incorporated into the maps and charts.  The most current edition is kept in the map/reference collection.

SRDS TV & Cable Source (REF HF5905 .S73)

This SRDS service provides media rates and information on all broadcast, cable, syndicated and alternative television advertising opportunities to assist in media planning and buying.  Most current annual volumes are kept in the reference collection.

Standard Industrial Classification (SIC) Manual (REF HF1041.U613 1987)

            Or available online at: http://www.osha.gov/pls/imis/sicsearch.html

Complete listing of classification codes used by the U.S. Government to classify and compare industries.  This system has been replaced by NAICS.

Statistical Abstract of the United States (REF HA202 .U5)

            Or available online at:  http://www.census.gov/compendia/statab/

Published by the U.S. Census Bureau, this resource has long been the standard for finding key summaries of U.S. statistics relating to population, housing, education, business, etc.  [Use the “earlier editions” link to view data back to Colonial times.]

Selected Web sites:

There are many marketing-related Web sites, of varying quality and covering a variety of related topics and categories.  Some of the sites I have bookmarked can be located at http://del.icio.us/marcylibrarian/business:marketing.  (This list changes often!)  A few selected sites are noted below:

American Fact Finder  (http://factfinder.census.gov/)

This site from the U.S. Census Bureau provides access to a wealth of statistical data about the U.S. – including population, housing, income, and education.  Mapping features also available.  An online tutorial is available through the USF Nelson Poynter Library Reference Services page: http://www.nelson.usf.edu/ref/

Foundation Center (http://foundationcenter.org/)

“…the nation's leading authority on philanthropy, connecting nonprofits and the grantmakers supporting them to tools they can use and information they can trust…”  Useful for non-profit marketing. 

SBDC Small Business Development Center National Information Clearinghouse (http://sbdcnet.org/index.php)

“SBDCNET serves as a resource providing timely, relevant research, web-based information, and training to SBDC counselors and their small business clients.”  Lots of “how-to” advice and links to business plans and other resources for the small business community.

World Bank Doing Business database (http://www.doingbusiness.org/)

The World Bank Doing Business database includes country-specific reports as well as “objective measures of business regulations and their enforcement” and indicators that are comparable across 175 economies.  Very useful for international marketing.  SEE ALSO: WDI online (World Development Indicators) - a statistical data source from the World Bank.

Remember, you may contact a Reference Librarian in person, by phone (727/873-4124), or via chat (from the Ask a Librarian link on the USF Libraries web site).

Marcy Carrel

Email: mcarrel@nelson.usf.edu

Blog:   http://BusinessResearchUSFSP.blogspot.com/

Updated:  September 3, 2008