MIME-Version: 1.0 Content-Type: multipart/related; boundary="----=_NextPart_01C4DC34.6586CE00" This document is a Web archive file. If you are seeing this message, this means your browser or editor doesn't support Web archive files. For more information on the Web archive format, go to http://officeupdate.microsoft.com/office/webarchive.htm ------=_NextPart_01C4DC34.6586CE00 Content-Location: file:///C:/5C8BB227/Marketing.htm Content-Transfer-Encoding: quoted-printable Content-Type: text/html; charset="us-ascii" Collier Library Pathfinders -- Marketing and Advertising

3D"Text= MARKETING AND ADVERTISING

 

SCOPE:  The purpose of this pathfinder is = to introduce some of the resources available in Collier Library in the field o= f MARKETING AND ADVERTISING.  The various types of library mater= ials useful in research are described along with some examples of each type.  This guide is not a comprehensive listing of sources, but it is intended to be a starting point from which students can begin their research according to their specific needs.

 

BASIC INTRODUCTION OR OVERVIEW MATERIAL can be found in:

=  

Cohen, Dorothy.  Advertising.  19= 88.

HF  5821  .C56

 

Kotler, Philip, and Gary Armstrong.  Principles of Marketing.  5th edition.  1991.

HF  5415  .K636

 

Katz, Helen E.  The Media Handbook:  A Complete Guide to Advertising Me= dia Selection, Planning, Research, and Buying.  2003.

HF  5826.5  .K38

 

Schoell, William F.&= nbsp; Marketing:  Contempo= rary Concepts and Practices.  4= th edition.  1990.

HF  5415  .S357

=  

= BOOKS ON MARKETING AND ADVERTISING can = be located by using some of the following SUBJECT HEADINGS that appear = in UNACAT, a computerized catalog of li= brary holdings.

=  
Highly Relevant

MARKETING

ADVERTISING

MARKET SURVEYS

=  

Other Relevant Headings

CONSUMERS

MERCHANDISING

SALES MANAGEMENT

SALES PROMOTION

SELLING

=  

OTHER SUBJECT HEADINGS can be identified by using:

=  

Library of Congress Subject Headings (annual)=

(Located on the dictionary stand in the Reference Roo= m)

Ref  Z  695  .L95

=  

BROWSING the following CALL NUMBERS= may produce helpful titles:

=  

Library of Congress (2nd = Floor)
HF

=  

REFERENCE TOOLS whic= h may be useful in MARKETING AND ADVERTISING that are found in the REFEREN= CE ROOM are:

=  

LITERATURE GUIDES may provide an evaluative discussion of the methods and materials for doing research in a selected area.

=  

301 Do-It-Yourself Marketing Ideas Fr= om America's Most Innovative Small Companies.  1997.=

Electronic Bo= ok (a link is provided in UNACAT to the online full text of this work)

 

Basic Business Library:  Core Resources.  4th edition.  2002.

Ref  Z=   675  .B8  B37

 

Business Library and How to Use It:  A Guide to Sources and Research Strategies for Information on Business and Management.  1996.

Ref  Z=   675  .B8  B87

 

Daniells, Lorna.&nbs= p; Business Information Sources.  3rd edition.  1993.

Ref  Z=   7164  .C81  D16

 

Hawbaker, A. Craig.&= nbsp; Industry and Company Information:  Illustrated Search Strategy and So= urces.  1991.

Ref  HF  5356  .H38

 

Herold, Jean.  Marketing and Sales Management:&= nbsp; An Information Sourcebook.  1988.

Ref  Z=   7164  .M18  H46

 

Lavin, Michael R.&nb= sp; Business Information:  How to Find It, How to Use It.  2nd edition.  1992.

Ref  HF  5356  .L36

 

Strauss, Diane Wheeler.  Handbook of Business Informatio= n.  1988.

Ref  Z=   7164  .C81  S7796

=  

BIBLIOGRAPHIES list of books, periodical articles, and/or other materials by subject or by author.=

 

Dickinson, John R.&n= bsp; The Bibliography of Marketing Research Methods.  1990.

Ref  Z=   7164  .M18  D52

 

Robinson, Larry M.&n= bsp; Marketing Megaworks:  The Top 150 Books and Articles.  1987.

Ref  Z=   7164  .M18  R6

 

Williams, Emelda L.&= nbsp; American Advertising:  A Reference Guide.  1988.

Ref  Z=   7164  .C81  W55

 

Woy, James B., ed.&n= bsp; Encyclopedia of Business Information Sources:  A Bibliographic Guide to More Than 24,000 Citations Covering Over Than 1,100 Subjects of Interest to Business Personnel.  1992.

Ref  HF  5353  .E52

=  

ENCYCLOPEDIAS AND DICTIONARIES provide brief definitions or concise overviews of the topic, often followed= by list of further references.

 

Bencin, Richard, and Donald J. Jonovic, eds.  Encyclopedia of Telemarketing.  1989.

Ref  HF  5415.1263  .B46<= /i>

 

Blackwell Encyclopedic Dictionary of Marketing.  1999.=

Electronic Bo= ok (a link is provided in UNACAT to the online full text of this work)

 

Cross, Wilbur.  Prentice-Hall Encyclopedic Dictionary of Business Terms.  1995.

Ref  HF  1001  .C68

 

Imber, Jane, and Toffler, Betsy-Ann.  Dictionary of Marketing Terms. 3rd ed.  2000.

Electronic Bo= ok (a link is provided in UNACAT to the online full text of this work)

 

Jorgensen, Janice, ed.  Encyclopedia of Consumer Brands= .  1994.

Ref  HF  5415.3  .E527

 

Koschnick, Wolfgang J.  Dictionary of = Social and Market Research.  c199= 6.

Ref  H=   62  .K67

 

Maurer, John G., ed.  Encyclopedia = of Business.  2 volumes.  1995.

Ref  HF  1001  .E466<= /span>

 

Rosenberg, Jerry M.  Dictionary of Mar= keting and Advertising.  1995.

Ref  HF  5415  .R577<= /span>

 

Van Minden, Jack J. R.  Diction= ary of Marketing Research.  1987.=

Ref  HF  5415.2  .M48=

 

DIRECTORIES contain names, addresses, = and telephone numbers of persons, organizations, and institutions.

 

<= span style=3D'font-size:11.0pt;font-family:Garamond'>Alabama Business Directory<= /b>.  2004.

Ref  HF<= span style=3D'mso-spacerun:yes'>  5065  .A37  A34

 

American Marketing Association.  The American Marketing Associat= ion International Member and Marketing Services Guide.  1996.

Ref  HF<= span style=3D'mso-spacerun:yes'>  5410  .A46a

 

Data, Where It Is and How to Get It:  The Directory of Business, Environ= ment and Energy Data Sources.  1993.<= /span>

Ref  HF<= span style=3D'mso-spacerun:yes'>  5035  .D37

 

Directories in Print.  2 volumes.  1994.

Ref  AY<= span style=3D'mso-spacerun:yes'>  2001  .D57

 

Editor and Publisher Market Guide.  2004.

Ref  HF<= span style=3D'mso-spacerun:yes'>  5905  .E38

 

Headquarters USA.  (annual).

Ref  HF<= span style=3D'mso-spacerun:yes'>  5035  .H42

 

ALMANACS OR STATISTICAL SOURCES provide miscellaneous bits of facts and data.<= /p>

 

Balachandran, Sarojini, and M. Balachandran.  State and Local Statistics Sources:  A Subject Guide to Statistical Data on States, Cities, and Locales, Covering Agriculture and M= any Other Topics.  1990.<= /o:p>

Ref  HA<= span style=3D'mso-spacerun:yes'>  214  .S72

 

Russell, Cheryl.&nbs= p; The Official Guide to the American Marketplace:  The Real Facts About How Rich, Well-Educated, Healthy, Family-Oriented, Hard-Working, and Diverse We Are.  1995.

Ref  HA<= span style=3D'mso-spacerun:yes'>  214  .A6

 

U.S. Bureau of the Census.  County and City Data Book.<= span style=3D'mso-spacerun:yes'>  (annual).

Ref  HA<= span style=3D'mso-spacerun:yes'>  202  .A36

 

U.S. Bureau of the Census.  Statistical Abstract of the United States<= /st1:place>.  (annual).

Ref  HA<= span style=3D'mso-spacerun:yes'>  202

 

HANDBOOKS AND MANUALS cover broad subjects in a brief, concise manner and may include odd bits of information about a variety of topics.&nbs= p; They are also referred to as companions or compendia.

 

Beacham’s Marketing Reference.  1986.  2 vols.

Ref  HF<= span style=3D'mso-spacerun:yes'>  5415  .B379

 

Bearden, William O.&= nbsp; Handbook of Marketing Scales:&nb= sp; Multi-Item Measures for Marketing and Consumer Behavior Research= .  1993.

Ref  HF<= span style=3D'mso-spacerun:yes'>  5415.3  B323

 

Ferber, Robert, ed.&= nbsp; Handbook of Marketing Resea= rch.  1974.

Ref  HF  5415.2  F419=

 

Grossnickle, Joshua.=   Handbook of Online Marketing Research.  2001.

Electronic Bo= ok (a link is provided in UNACAT to the online full text of this work)

 

Mitchell, Susan.&nbs= p; American Generations:  Who They Are, How They Live, What They Think.  4th edition.  2003.

Ref  HC<= span style=3D'mso-spacerun:yes'>  110  .C6  M545

 

Norrgard, Lee E.&nbs= p; Consumer Fraud:  A Reference Handbook.  1998.

Electronic Bo= ok (a link is provided in UNACAT to the online full text of this work)

 

Vichas, Robert P.&nb= sp; Complete Handbook of Profitable Marketing Research Techniques= .  1982.

Ref  HF<= span style=3D'mso-spacerun:yes'>  5415.2  .V49

 

YEARBOOKS cover the happenings of th= e year in a particular area of interest.  Yearbooks may also be called annuals.

 

Advances in Consumer Research.  v. 12-  1974-

HF  5415.3  .A84b

 

The Art Directors Annual.  1984-

Ref  NC  997  .A1  A79

 

Foley, James F.  The Global Entrepreneur:  Taking Y= our Business International.  1999.

Electronic Bo= ok (a link is provided in UNACAT to the online full text of this work)

 

BIOGRAPHICAL SOURCES co= ntain articles about the lives and works of various individuals.

 

Baldasty, Gerald J.&= nbsp; E. W. Scripps and the Busin= ess of Newspapers.  1999.

PN  4874  .S37  B35

 

Hart, Henry.  <= /span>James Dickey:  The World as a Lie.  200.

PS  3554  .I32  Z695

 

Wright, John S., and Parks B. Dimsdale, Jr., editors.  Pioneers in Marketing:  A Collection of Twenty-Five Biographies of Men Who Contributed to the Growth of Marketing Thought and Action.  1974.=

HF  5415.1  .W74=

 

OTHER PERTINENT REFERENCES TOOLS

 

The Lifestyle Market Analyst.  1996.

Ref  HF<= span style=3D'mso-spacerun:yes'>  5415.3  .L5

 

INDEXES AND ABSTRACTS that will help locate periodical articles and other papers in MARKETING AND ADVERTISING are:

=  

ABI/INFORM Complete (online database)

Art Full Text (online database)

Business & Company Resource Center (online database)

Business Source Premier (online database)

General BusinessFile ASAP (online database)

Regional Business News (online database)

=  

PERIODICAL= S to which the library = has print, microform, or electronic access can be identified in the Periodicals Holdings List <http:= //www2.una.edu/agordon/journal.asp>

=  

= A few frequently used PERIODICALS in MAR= KETING AND ADVERTISING are:

 

Advertising= Age

Graphic Design:  USA

Journal of Advertising

Journal of Marketing

Marketing Intelligence & Planning

Marketing N= ews

Mediaweek

Visual Merchandising & Store Design

 

 

INTERLIBRARY LO= AN - It is possible to borrow= books or obtain copies of periodical articles from other libraries if the materia= l is unavailable locally. The material can be requested online by filling in the appropriate forms at: <http://www2.una.edu/library/illindex.htm>.

 

= RV/11-2004

=  

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