MARKETING (and BUSINESS COMMUNICATION)
In order to make money,
businesses obviously have to sell
their products and services, and it's so important that it's a
discipline of
its own. Even Apple Computer certainly would never have been
successful without
the help of Regis McKenna, a great marketing expert. Knowing how
to
market properly means not only knowing a product, but knowing the
markets you
sell to as well (or perhaps even creating them).
The subject guides for business, finance, economics, and
accounting or
others may be of interest as well.
Subjects as diverse as graphic design, psychology, and sociology may be
relevant
also.
DATABASES
EBSCO
As ever, EBSCO is a great way to do research. It is
actually an aggregator, and that means that it searches lots of
different
databases at the same time. For business-related information, one
might
want to select these particular ones (to avoid getting irrelevant
hits):
Academic Search Premier
Business Source Complete
Legal Collection
Newspaper Source
Regional Business News
Vente et Gestion (business journals in French)
Economia y Negocios (business journals in Spanish)
Hospitality & Tourism Index
Academic Search Complete
Electronic
Journals
This allows you to browse ULM’s available journals by name,
so you can know very quickly whether or not we have the publication you
want.
JSTOR
- The
scholarly journal archive
There are many journals on JSTOR-- it means "Journal
storage." You can search by issues and genres, and inside the
article text itself. JSTOR brings you journal pages just as they
appear
in print-- and just about as usefully.
LexisNexis
Academic Search
LexisNexis has devoted a specific part of its powerful
database interface to Business research (accessible by clicking the
corresponding link on the left of the front-page). Using it will
be
extremely useful as it has detailed company information, news,
journals, and
more. Also, don't forget the general news or the Legal Research
option.
Mergent
Online
This resource can produce a lot of things, including very
detailed profiles of companies with codes, numbers, recent stocks,
contact
information, summaries of what they are, financial info, competitors,
and
more. Do remember, though, that it only goes back as far as
1997.
If you want to dates earlier than that, you'll have to use the print
version. As this time, they are shelved in the stacks.
INTERNET
RESOURCES
The American
Marketing
Association
The AMA, besides representing its members, publishes news,
research, case studies, and more. In order to read full articles
you need
to register, but it is free to do so. The free account is
limited,
however. There is also a large job postings area with various
resources.
Advertising
Law, The
University of Texas at Austin
This page is in a long blog-like format, fitting almost everything
on one long page. It explains different aspects of the law as
they apply
to given marking subjects, which appear in the left hand margin.
There
are hyper links throughout the document, and more links at the end.
Advertising
Age
This is the companion site to the magazine of the same name,
and can provide news, feature articles, RSS feeds, and quite a few
interesting
blogs.
Brandchannel
This site offers news and interesting articles about
branding. Readers can post comments about the articles, and there
are
links to other issues. Current books in print about branding are
reviewed. The site also has a career center and directory.
Commercial News
USA
"Commercial News USA is the official United States
Department of Commerce showcase for American-made products and
services." This site is meant to help companies sell their wares
abroad. It lists exporters by industry, and has articles and
links on
various topics also.
Creativity
This is the website for Creativity magazine, which is about
advertising and graphic design. The magazine itself is large,
monthly,
and has article about ads, the people who make them, and reviews of
ads.
The actual ads supporting the magazine and the website tend to be
industry-specific and aimed at professionals.
International
Advertising Association
This association broadly covers all kinds of marketing
communications. Besides the usual event and member information,
the IAA
also publishes statements on regulations, has a useful collection of
links, and
news. This website is also available in some languages besides
English.
International
Advertising Association Useful Links Page
This collection of links is so extremely useful, it deserves
to be listed alone so that you don't miss it. Links are arranged
by
subjects within marketing.
The
Gallup
Organization
You can access topics, videos, articles and more associated with
the famous Gallup poll. Each set of statistics begins with
several
paragraphs of text interpreting the numbers and graphs and tables.
USA
Today Ad
Track
This page shows USA Today articles that pertain specifically
to advertising arranged by date.
BOOKS AT ULM
Plunkett's retail industry
almanac 2001-2002 : the
only comprehensive guide to retail companies and trends
Author: Plunkett,
Jack W.
Publisher:
Plunkett
Research, Ltd.,
Pub date:
c2001.
Call: HF5429.3 .P58
2001
(This item is located on the first floor in
reference)
This is a reference on retail companies arranged by company
name, and there is also an index to find smaller companies under an
umbrella
(Old Navy, for instance, will be found on the page for Gap).
Helpful for
understanding, a few chapters in the front explain the retail industry
and
there is a glossary of terms. Each entry has contact and sales
information and an explanation of what the stores sells, how, to whom,
where,
and other details. There are also charts about the industry.
Handbook of cross-cultural
marketing
Author:
Herbig, Paul A.
Publisher:
International
Business Press,
Pub date:
c1998.
Call: HF5415 .H393
1998
This book is about the challenges of marketing a product
abroad and ways of overcoming them. Chapters are organized by
subject,
mostly in order of process beginning with the initial steps
first. There
are many case examples, a large bibliography, notes, and an index.
Classics in consumer
behavior : selected readings
together with the authors' own retrospective comments
Author: Boone,
Louis E.
Publisher:
PPC Books,
Pub date:
c1977.
Call: HF 5415 .3
.C58
This book contains readings that were "classics"
even in the 70s, but with some added comments. The articles cover
fundamental aspects of marketing
There are other books discussing marketing like this, and
similar articles in journals.
Consumer behavior
Author:
Schiffman, Leon G.
Publisher:
Pearson Prentice
Hall,
Pub date:
c2004.
Call: HF5415.32 .S35
2004
This has many full-color examples of ads and explanations of
them. Chapters are divided by different aspects of consumer
behavior
(class, culture, learning, etc.). The approach to marketing here
is very
psychological and sociological. There are cases, questions, a
glossary,
and indices for companies, subject, and name.
Basic marketing research :
a decision-making
approach
Author:
Malhotra, Naresh K.
Publisher:
Pearson/Prentice
Hall,
Pub date:
2006.
Call: HF5415.2 .M288
2006
This book uses examples that pertain to the reader's life as
well as cases. There are both a brief and full table of contents,
questions at the beginning of each chapter, and a summary and more
questions at
the end. There are indices for subject, name, and companies and
products.
Marketing : an
introduction
Author:
Armstrong, Gary (Gary M.)
Publisher:
Pearson/Prentice
Hall,
Pub date:
c2005.
Call: HF5415 .K625
2005
This book has many cases and examples to show marketing in
action. There are questions at the ends of chapters, appendices
with
extra information such as math and career advice, many notes, and
indices for
company, brand, organization, and subject.
Essentials of marketing
Author: Lamb,
Charles W.
Publisher:
Thomson/South-Western,
Pub date:
c2005.
Call: HF5415 .L2623
2005
This textbook covers all aspects of marketing often uses
cases to exemplify, and includes many tales of misfortune to learn
from.
Objectives are stated at the beginning of each chapter, and there are
definitions in the margins, tables, graphs, photos, endnotes, a
bibliography arranged
by chapter, and an index.
Marketing principles and
best practices
Author: Hoffman, K.
Douglas.
Publisher:
Thomson/South-Western,
Pub date:
c2006.
Call: HF5415
.M297453 2006
This book goes over the basics of marketing and show how it works
best. There are definitions of terms in the margins, frequent
illustration, many case examples, questions for discussion, endnotes, a
glossary, an appendix with extra mathematical information, and indices
for
subject and company.
Visual merchandising and
display
Author: Pegler,
Martin M.
Publisher:
Fairchild
Publications,
Pub date:
c1998.
Call: HF5845 .P364
1998
Until you actually do it yourself, it's not entirely obvious
how complicated making a display can be. This book is very
detailed and
covers all aspects of display and arrangements. There are many
visual
examples, like photos, and not only diagrams, but a whole chapter about
how to
make and use diagrams. There are indices for subjects and
retailers, a
glossary, questions at the ends of chapters, and a section with career
advice.
Advertising : principles
& practice
Author: Wells,
William, 1926-
Publisher:
Prentice Hall,
Pub date:
2000.
Call: HF5823 .W455
2000
This book covers the basics of advertising, and each chapter
is on some aspect of it, beginning with the broadest. There is a
little
mathematics, and some chapters go into detail on certain kinds of media
(print,
TV, etc.). There is frequent use of cases and visual examples, a
glossary, and index.
Kleppner's advertising
procedure
Author: Russell,
Thomas, 1941-
Publisher:
Prentice Hall,
Pub date:
c1996.
Call: HF5823 .K45
1996
This is a color textbook which explains how advertising is
done and for what purposes, showing why an advertiser may choose to do
something. It often uses real cases as examples, and has an index
and
glossary.
Total access [electronic
resource] : giving
customers what they want in an anytime, anywhere world
Author: McKenna,
Regis.
Publisher:
Harvard Business School Press,
Pub date:
c2002.
e-Book
(if this link doesn’t work, try looking the book up in the catalog)
Remember Regis McKenna? This book is about the major
changes that technology has had on the public and how marketing thus
needs to
be done. It's incredibly interesting that he is writing about
industry
trends that may never have occurred without his role in history.
As ever, there is always
more to find, especially if you have a specific topic to
research. Don't forget that NetLibrary is a big part of the
collection, and that Interlibrary Loan can get you even more materials.
I must acknowledge the assistance of these excellent
resources:
http://www.lib.lsu.edu/bus/marketin.html
http://www.iaaglobal.org/default.aspx?id=8f7892eb-6ec4-4edc-bc2a-77e9386242c1
|
|
