Marketing Resources
Catalog Holdings
Interlibrary Loan
Government Documents
Journals
Databases
Internet Resources
This guide presents a selection of our marketing resources as well as some useful Internet websites. Other guides, such as management and international business, may also be helpful. For assistance, visit us at the library Information Desk, call us at 203-932-7189, or e-mail us. For help with writing the research paper, visit the Center for Learning Resources in Maxcy Hall. Library Home Page Take a few minutes to familiarize yourself with our home page at www.newhaven.edu/library. If you start at the UNH website at http://www.newhaven.edu/, click on Library in the top middle. All the links for accessing library materials and services are to the left on the library home page. Most important are the ones for Catalog, Databases, Journals, and library Guides, but a quick look at all the links will be time well spent. Library Catalog Use the library catalog to find reference and circulating materials, including books, audio-visual resources, government documents, and periodical title holdings. Our catalog uses the Library of Congress (LC) classification system and subject headings. LC assigns call numbers (letters and numerals) according to the book's primary subject. That primary call number area for marketing is HF5410-HF5481. Additional useful material will be found in other call number areas in the library with differing primary subjects. Some quick catalog search tips: - Truncate with '?': market? will get market, marketing, marketable, etc. Need more? Look at the bottom of the catalog start page or in our library guide on catalog searching. If you need something not in our catalog, please use our ILL service to have materials sent here from other libraries. Forms to request books and articles are available at the Information Desk, and also online. Fill out a separate ILL request form for each item. Incorrect or incomplete information will slow down receipt of material, so please be accurate. A federal documents depository since 1971, the library currently receives about a third of Government Printing Office (GPO) publications. Documents received since 2000 will show up in catalog searches. Many of these are also available online so be sure to click on Linked Resources for each item. Most documents held in the library can be borrowed. Consult the Government Documents library guide for more information. To request catalog items with the U.S. Govt Docs location or to inquire about older documents, come to the Information Desk.
- Put phrases in " ": "market share" or "product development" or "retail sales"
- Sort results by Publish date descending to get newest items at the top of the list.
- Click on Bibliographic and use the subject-heading links below to find
additional material.
- Click on Linked Resources or look for the URL box next to an item for online access.
The Advertising Age Encyclopedia of Advertising. Ref. HF5803 .A38 2003
Assessing the Anticompetitive Effects of Multiproduct Pricing. Online.
B2B: An Emerging E-Frontier for Small Business. [U.S. Govt Docs] Y 4.SM 1/2: S.HRG.106-707
Brand Failures...The 100 Biggest Branding Mistakes of All Time. HD69 .B7 H345
Breaking into the Trade Game: A Small Business Guide to Exporting. Online.
Building Buzz To Beat the Big Boys: Word-of-Mouth Marketing for Small Businesses. HF5827.95 .O44
Editor & Publisher Market Guide. Ref. HF5905 .E38
Managing and Measuring Return on Marketing Investment. HF5415 .B4 2008
Managing Customer Data for Strategic Advantage. HF5415.125 .S34 2003
Marketing to Women: How to... Increase Your Share. HC79 .C6 B337
Statistical Abstract of the United States. [Info Desk] Ref. HA202; also online back to 1879.
Tactical Transparency... Leverage Social Media To Maximize...Brand. HF5415.5 .H585
Unwanted Telephone Marketing Calls: FCC...Facts. [U.S. Govt Docs] CC 1.60/1-2: UN 9; also online.
Why People Buy Things They Don't Need. HC110 .C6 D36 2002
Periodical articles from magazines, newspapers, and scholarly journals are a valuable source of information in all research areas. Our Journals linker lists of most of the periodical titles, current and historical, to which you have access through the library, in all formats.
Use the upper search box to enter a journal title to get links to databases containing the journal electronically and a link for any available library holdings as well. You can also use the drop-down box here to search for title keywords like advertis* or market* or sales [*=truncation], etc.
Use the lower search box to drop down through topical groupings like: Business & Economics> Commerce> Marketing and Sales. Click here to identify periodicals in this latter subject area and to browse current issues.
Use the indexes in the next section to find periodical articles. For more help, consult our library guide on Finding Articles.
Searching for articles on a subject is best done using an electronic index that looks through the contents of many journals at one time. These databases now often provide the full text of articles or give you other 'Find full text' options.
Access all our Databases via the link on the library home page and enter your UNH network log-in when requested. Most databases are available 24/7 from any Internet terminal.
Databases useful for marketing are listed below. Use the Annotated Listing to get additional information about them. Use the Subject Listing to look for others in topical groupings.
♦ Periodical Indexes
Academic Onefile. Multidisciplinary journal index, good for all research topics.
ABI/INFORM Global, ABI/INFORM Trade and Industry, and ABI/INFORM Dateline. Covering world business periodicals, trade publications, and regional and local business news media, respectively.
Business and Company Resource Center. Periodical articles, industry and company information, corporate histories, financials, rankings, analysts' reports, brand names, and more.
Emerald Fulltext Journals Online. Over 100 journals with many articles on all aspects of marketing.
HighWire Press. Hosted by Stanford University with thousands of free articles, many on marketing.
ProQuest Newspapers. Full content of selected major U.S. newspapers.
PsycINFO, PsycARTICLES, and Psychology & Behavioral Sciences Collection. Covering consumer attitudes, brand appeal, customer satisfaction, and more, with full-text articles interlinked between these three databases.
♦ Other Research Databases:
Conference Board Online. The online version of print reports, current business analysis, and monthly economic indicators from the Board. Use the library catalog to find print publications held in library.
Directory of Corporate Affiliations. Search for parent and subsidiary companies, brand, officials, etc.
Hoover's Online. Competitive landscape for companies' top three competitors and the entire industry.
Mergent Online. U.S. and world public company and industry information. Searchable by country and by major indices and stock exchanges. Financial data downloadable in spreadsheet formats.
Reference USA. Local and national marketing directory covering millions of U.S. businesses.
TIA: The Travel Industry Association of America. Available in library only; ask for log-in at Information Desk. Use the library catalog to find print publications held in library.
Many of the websites below are from academic institutions and government agencies. Usually, ones like these with .edu and .gov domains, are the most reliable. Google marketing for additional sites and examine them carefully for their content, currency, and credentials (the About us link). Here's a website to help you with the critical evaluation of Internet resources.
♦ Federal Resources
American Factfinder. Online access to the latest population, housing, and economic census data and updated reports like the Annual Survey of Manufactures, Monthly Retail Sales and Inventories, and many others.
Bureau of Labor Statistics. A wealth of economic information. Of particular interest to marketing professionals is the annual Consumer Expenditure Survey along with its quarterly updates.
Business.gov. Government advice for launching, managing, growing and getting out of a business.
FedStats. Use Topic Links A to Z for easiest access to statistics from dozens of federal agencies.
♦ Other Marketing Resources
A.C. Nielsen. Domestic and international marketing intelligence. Use the Nielsen Worldwide drop-down box for other countries. Trends and insights, business issues, and free reports throughout the site.
Advertising Age. Fact Packs, key advertising and marketing information, and special reports, all for free. Annual lists of top advertisers, agencies, brands, media rankings, and more.
Advertising World. Hosted by the advertising department at the University of Texas at Austin, this may well be "The Ultimate Marketing Communications Directory" with its hundreds of links.
Arbitron. Media research firm with U.S. as primary focus but providing services around the world. Free reports, consumer surveys, ratings information, lists of radio, television, cable media outlets.
Entrepreneur.com. Click on 'Marketing' for market research, branding, public relations, and online marketing. Under 'Franchise' find lists of top firms as well as the Franchise 500.
Free Management Library. A mix of web links and essays by a management consultant firm. The Marketing link leads to topics like inbound and outbound marketing, telemarketing, etc.
KnowThis.com. A component of the WWW Virtual Library, this site contains over 140 categories under topics like global marketing, Internet marketing, market research, media, sales management.
♦ Connecticut Resources
Connecticut Center for Economic Analysis. Publishes The Connecticut Economy with economic analysis and indicators. The CCEA Studies and CT Data Sources links both go to useful data reports.
Connecticut State Data Center. Analyzes federal demographic, economic, and social statistics and updates them for use by state, regional, local, and tribal governments, and other data users.
Department of Economic and Community Development. The Publications tab has useful material and 'Research related publications' links to the Connecticut Economic Digest.
Any questions? Stop at the Information Desk, call us at 203-932-7189, or e-mail us.
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