Library Guide to Marketing

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To Find Books

Use the MERLIN Library Catalog and the MOBIUS Union Catalog to find resources relevant to your research. Relevant works can be found using subject headings (Library of Congress) such as:

• Alcoholic Beverages -- Marketing
• Cigarettes-- Marketing
• Consumer panels
• Direct Marketing
• Focused Group Interviewing
• Export Marketing
• Green Marketing
• Industrial Marketing
• Internet Marketing
• Interviewing in Marketing Research
• Mail Surveys
• Market Segmentation
• Marketing
• Marketing -- Decision Making
• Marketing-- Moral and ethical aspects
• Marketing Research
• Marketing -- Social Aspects
• Motivation Research Marketing
• Nonprofit Organizations Marketing
• Product Life Cycle
• Sales Promotion
• Social Marketing
• Surveys
• Telephone Surveys
• Test Marketing

To find the location of a book in Miller Nichols Library, see the Location Guide.

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To Find Articles

Remote (off-campus) access to databases is available only to UMKC students, faculty, and staff. All other users must access online resources within the Libraries. Begin searching by selecting a database. After selection you will be prompted to provide a UMKC Single Sign-On user name and password OR a 9-digit UMKC ID number followed by the letter k (example: 0123456789k) and last name, as needed.

• ABI/INFORM Global (ProQuest) 1971 - present.     Save to del.icio.us.
  Selected full text 1985 - present. ABI/INFORM Global indexes and abstracts over 2,770 publications in the area of business and management, with full text available for over 1,840 titles. Publications range from magazines to trade publications to scholarly journals. Full text is also available for the Wall Street Journal.Contains citations and abstracts of articles printed in 1,400 international journals. Database covers all areas of business including accounting, economics, finance, marketing, advertising, banking, insurance, and public administration.
  
  
• Business Source Premier (EBSCOhost) 1922 - present; coverage varies by title     Save to del.icio.us
  Selected full text 1922 - present; coverage varies by title.
  "Provides full text for nearly 8,350 scholarly business journals and other sources, including full text for more than 1,100 scholarly business publications. This database offers information in nearly every area of business including management, economics, finance, accounting, international business, and more.... The database also includes …country economic reports from the EIU, Global Insight, ICON Group, and CountryWatch” as well as the OECD. Detailed company profiles for the world's 10,000 largest companies are generated from Datamonitor reports incorporating SWOT analysis. Market research reports emanate largely from Gartner. [Source: Business Source Premier Database Information Screen, June 23, 2005]
  Link to EBSCOhost web user's guide.
  
  
• LexisNexis Academic 1969 - present.     Save to del.icio.us
  Selected full text 1980 - present.Provides citations and abstracts or the full text of materials covering general news topics, company research and financial data, industry analysis, government and politics, taxation, and the law. Available resources include newspapers, magazines, journals, business reference materials, case law, law reviews, and industry reports. Link to LexisNexis Academic user's guide. Covers news, company research, industry analysis, government, law and politics. Included are directories, hundreds of full-text newspapers and several thousand journals, abstracted or fulltext. Special note: includes Disclosure, Hoover's, U.S. Business Directory from infoUSA, S&P Corporate Descriptions, and SEC 10Ks, 8Ks, proxy statements and other filings.

• OmniFile V Full Text (Wilson) 1982 - present.     Save to del.icio.us
  Selected full text 1994 - present.Provides indexing, abstracts, and some full-text from five of Wilson's full-text indexes: General Science Full Text, Humanities Full Text, Readers' Guide Full Text, Social Sciences Full Text, and Wilson Business Full Text.

University Libraries Photocopying and Printing Services

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Selected Journals

This list includes journals available in print in the University Libraries (check the MERLIN Library Catalog for holdings and location information) and publicly available journals on the web. To identify additional related journals, search MERLIN by the subject marketing.

Electronic Journals in UMKC databases:

• There are over 100 marketing and purchasing full-text journals contained in the UMKC subscription databases. Either perform a subject search in one the databases listed above to seek out articles, or use Serials Solutions to locate a specific article that may be in one of our databases.

Print Journals Available at the Miller Nichols Library:
(links to electronic versions, if available, are found on the MERLIN record site)

• Academy of Marketing Science in Serials Solutions
• Direct Marketing in MERLIN and Serials Solutions
• Harvard Business Review in MERLIN or Serials Solutions
• Journal of Marketing in MERLIN or Serials Solutions
• International Journal of Market Research in MERLIN or Serials Solutions
• JMR, Journal of Marketing Research in MERLIN or Serials Solutions
• Journal of Advertising Research in MERLIN or Serials Solutions
• Journal of Consumer Research in MERLIN or Serials Solutions
• Marketing in Serials Solutions
• Psychology & Marketing in MERLIN or Serials Solutions
• Sales & Marketing Management in MERLIN or Serials Solutions

Electronic Journals on the Web:

• Bizjournals (www.bizjournals.com/) - Free articles from 41 business journals and magazines including the Kansas City Business Journal.

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Reference Sources: Encyclopedias, Handbooks, Directories, Statistics

Encyclopedias and Dictionaries

Encyclopedia of Major Marketing Campaigns - Profiles 500 of the most notable advertising and marketing campaigns of the twentieth century

Online 2007 Ref. HF 5837 .EJ3 2000

Handbooks

Editor & Publisher Market Guide - Annual directory of newspaper markets and demographics, ranging from ethnic breakdowns to shopping malls. Includes populations, housing and income data and retail sales.	Ref. HF 5905 .E38 2006
Handbook of Marketing Scales - Provides descriptive information about measures used in consumer behavior and marketing research.	Ref. HF 5415.3 .B323 1999

Directories

Rand McNally Commercial Atlas and Marketing Guide This guide uses census data to make projections, and assess consumer spending in metropolitan areas. Very graphical.	Ref Atlas G1019 .R223
Direct Marketing Market Place - Provides information on approximately 10,500 organizations in the direct marketing industry and more than 17,000 key personnel. Covers direct marketers, service firms and suppliers, creative services, associations, courses and events, and includes a bibliography. There are indices for firms, people, and geographic location.	Ref. HF 5415 .1 .D57 2000
Advertising Red Books: Advertisers and Agencies - Known as the Advertisers Red Book, it lists approximately 25,000 companies in the United States and Canada that spend at least $200,000 on advertising. Information about the company is provided including the name of the advertising agency used.	Ref. HF 5805 .S713
Advertising Red Books: Agencies - Known as the Agency Red Book, this directory lists facts about advertising agencies and their branches. Inclusion criteria includes agencies that have at least one client spending $200,000 on media per year. Listings provide number of employees, clients, and key personnel. An index of associations related to the advertising industry is included with the mission statement of each.	Ref. HF 5805 .S72

Statistics

Americans 55 & older : a changing market (American Generations Series)	Ref. HQ1064 .U5 A6455
The Baby Boom: Americans Aged 35 to 54 (American Generations Series)	Ref. HN60 .R87
Generation X: Americans Aged 18 to 34 (American Generations Series)	Ref. HC110.C6 M544
County and City Extra - see Government Publications below	Ref. HA203 .C68
Lifestyle Market Analyst Identify lifestyles and consumer behavior in specific geographic areas.	Reserve HF5415.33.U6 L54
Rand McNally Commercial Atlas & Marketing Guide - Details population, economic, and geographic data for over 128,000 places in the US. Lists major trading areas, income, buying power and retail and wholesale trade in sales dollars, largest corporations, transportation data, and select statistics on zip code areas.	Ref. Atlas G1019 .R223
Community Sourcebook of Zip Code Demographics - Gives latest population, housing, and household data from the census. Includes data such as income, race, employment characteristics, and household data from zip code areas.	Ref. HA203 .S662
Statistical Abstract of the United States, see Government Publications below.	Online or Ready Ref. HA202 .A3

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Government Publications

Demographic Information:

• American FactFinder (factfinder.census.gov/home/saff/main.html?_lang=en) (2000 Census) - Research 2000 census information for a particular state, county, or zip code. Select from a list of available data items and create a customized list of statistics. Decennial Census.
  
  
• American Community Survey (www.census.gov/acs/www/index.html) - A new approach to census taking. Surveys 3 million households on an annual basis as opposed to the ten year decennial census. Data includes age, race, income, commute time to work, home value, veteran status among other information. Began in 1996; includes communities with populations greater than 65,000.
  
  
• County and City Extra - Annual Metro, City, and County Data Book provides the most up-to-date statistical information available for every state, county, metropolitan area, and city in the United States. Ref. HA 203 .C68
  
  
• 2002 Economic Census (www.census.gov/) (1992 and 1997 online) - Profiles the US economy every 5 years, from the national to the local level. Reports are now available for all geographic areas and all sectors and includes the Census of Retail Trade and more. Earlier editions in paper and CD-ROM products in the Miller Nichols Library. To find the Government Document Numbers, check the GPO Monthly Catalog.



• Population and Household Economic Topics (www.census.gov/population/www/index.html)
  
  
• Statistical Abstract of the United States, (www.census.gov/compendia/statab/)
  and also online at Lexis-Nexis Statistical. This annual publication is the standard summary of statistics on the social, political, and economic organization of the United States. Data is divided into different sections such as Population; Business Enterprise; Income, Expenditures, and Wealth; and Domestic Trade and Services.
  

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Web Resources

• @Brint (www.brint.com/) - "The Premier Network for Business, Technology and Knowledge Management," a comprehensive business resource site.
• Advertising Age (www.adage.com/) - Media News Data Center, Salary Surveys, Agencies
• Advertising World (advertising.utexas.edu/world/) - Ultimate Marketing Communications Directory; Advertising Department - University of Texas
• American Demographics (www.demographics.com/Publications/MT/index.htm) - Now incorporated into Advertising Age Magazine for information based tactics and techniques; many full-text marketing articles.
• B to B: The Magazine for Marketing Strategists (netb2b.com) - "Monthly supplement to the Business Marketing magazine, covering 'the strategies, tactics and techniques for marketers to succeed on the Web.'" Features a Knowledge Base of searchable articles on marketing on the Internet.
  
  
• Claritas (www.claritas.com/claritas/Default.jsp)
  Marketing intelligence agency.
  Look at the "Free Stuff" for a free psychographic analysis of your zip code area.
  
  
• DestinationCRM (www.destinationcrm.com) - Includes articles and a research center. Try searching with and without quotes for multi-word searches.
• KnowThis.com (www.knowthis.com) - Marketing Virtual Library
• McKinsey & Company (www.mckinsey.com) - Focuses on management, business strategy, and finance. The Website is searchable by industry, among other things. The McKinsey Quarterly is indexed in Business Source Premier database and many articles appear in full-text..
• VALS II (www.sric-bi.com/vals/) - Values & Lifestyles Consumer Segmentation System
• Yahoo Marketing and Advertising (dir.yahoo.com/Business_and_Economy/Marketing_and_Advertising/) - Several links

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For further assistance, please contact the
Miller Nichols Library Reference Desk at (816) 235-1534.

Revised and maintained by Chris Le Beau