Marketing Information : A Strategic Guide for Business and Finance Libraries

ISBN-13: 9780789021120 / Angielski / Twarda / 2004 / 374 str.

Wendy Diamond; Wendy Diamond; Michael R. Oppenheim

Opis

Marketing Information identifies and describes secondary published sources of information for typical marketing questions and research projects. This extensive guide serves as a strategic bibliography - covering over 200 printed books and serials, subscription databases and free Web sites - and reveals practical tips and guidance for the most effective techniques in using these sources. 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 valuable resource will help experienced researchers and librarians with getting to grips with database and marketing familiarity as well as experts and others involved in marketing who have limited research know-how.

Spis treści

• Acknowledgments
  
• Preface
  
• Where to Find It: A Checklist for Typical Marketing Concepts
  
• PART I. INTRODUCTION
  
• Chapter 1. Introduction to Sources and Strategies for Research on Marketing
  
• PART II. RESEARCHING THE COMPETITIVE ENVIRONMENT
  
• Chapter 2. Sources for an Industry Scan
  
• Chapter 3. Sources About Companies, Brands, and Competitors
  
• Chapter 4. Sources for Market Research Reports
  
• PART III. RESEARCH ABOUT CUSTOMERS
  
• Chapter 5. Demographic, Geographic, and Lifestyle Sources
  
• Chapter 6. Marketing Sources for Demographic Niches
  
• PART IV. RESEARCH FOR PROMOTIONAL STRATEGY
  
• Chapter 7. Advertising and Media Planning Sources
  
• Chapter 8. Public Relations Sources
  
• PART V. RESEARCHING THE SALES STRATEGY
  
• Chapter 9. Sales Management, Sales Promotion, and Retail Sources
  
• Chapter 10. Direct Marketing and E-Commerce Sources
  
• Chapter 11. International Marketing Sources
  
• PART VI. RESEARCHING PRICE, PACKAGING, AND PLACE
  
• Chapter 12. Product Development, Packaging, Pricing, and Place
  
• PART VII. SPECIAL TOPICS
  
• Chapter 13. Sources for Special Topics: Social Marketing, Nonprofit Organizations, Services Marketing, and Legal/Ethical Issues
  
• APPENDIX: Selected Glossaries
  
• Title Index
  
• Subject Index
  
• Reference Notes Included
  

O autorze

Michael R. Oppenheim, Wendy Diamond Mulcahy