Marketing Information : A Strategic Guide for Business and Finance Libraries

ISBN-13: 9780789060068 / Angielski / Miękka / 2004 / 374 str.

Wendy Diamond; Wendy Diamond; Michael R. Oppenheim

Opis

An extensive guide serves as a strategic bibliography, covering over 200 printed books and serials, subscription databases, and free Web sites. A monograph published simultaneously as the Journal of Business and Finance Librarianship, Vol 9, nos. 2/3 and no. 4.

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