Subject Guide: Marketing

Subject Guide: Marketing

RESOURCES FOR RESEARCH :
MARKETING

Handbooks and Manuals

Handbooks are concisely written overviews, arranged for the quick location of information, while manuals provide instructions on how to accomplish a task.

Bushko, David
Dartnell Advertising Manager's Handbook, 4th ed. Chicago: Dartnell Corp., 1997.
Reference HF5823 S78 1997

The Dartnell Marketing Manager's Handbook, 3d ed. Chicago: Dartnell Corp., 1982.
Reference HF5415.13 D33 1982

Ganly, John V.
Data Sources for Business and Market Analysis, 4th ed. Metuchen, NJ: Scarecrow Press, 1994. Reference HF5415.124 F7 1994

Dictionaries

Hart, Norman A.
The Marketing Dictionary, 4th ed. Oxford, England: Butterworth-Heinemann, 1992.
Reference HF5415 H238 1992

Hindle, Tim.
Field Guide to Marketing. Boston: Harvard Business School Press, 1994.
Reference HF5415 H5257 1994

Rosenberg, Jerry.
Dictionary of Marketing and Advertising. New York: J. Wiley, 1995.
Reference HF5415 R577 1995

Wiechmann, Jack G.
NTC's Dictionary of Advertising. 2d ed. Lincolnwood, IL: National Textbook Co., 1993.
Reference HF5803 W54 1993

General Indexes and Abstracting Services

Used to locate articles (and sometimes other materials) within a wide range of subjects. Listings provide bibliographic information and frequently contain brief summaries (abstracts).

ABI Inform/Global
WWWand CD-ROM on library PCs & Library Web Site

Business & Company ASAP (IAC)
WWW

PsycLIT
CD-ROM on library PC workstations

Wilson Business Abstracts
WWW

Predicasts F & S Index - United States
Reference Index table 7B (recent volumes)
Reference Z7165 U5 F23 (older volumes)

Directories

Lists of persons or organizations, systematically arranged, with addresses, and, sometimes, additional information about the entrants.

Green book. New York: New York Chapter, American Marketing Association (annual).
Reference HF5415.2 G69

Standard Rate and Data Service. Skokie, IL: Business Publications Rates and Data (monthly).
Reference Index Table 6B

Core Journals

The most widely read or highly respected publications in the discipline.

  • Advertising Age
  • Journal of Marketing
  • Adweek
  • Journal of Marketing Research
  • American Demographics
  • Marketing Forum
  • Business Marketing
  • Marketing Science
  • Journal of Advertising
  • Mediaweek
  • Journal of Advertising Research
  • Sales and Marketing Management

Other Resources

STATISTICAL SOURCES/DEMOGRAPHICS

AD $ Summary. New York: Leading National Advertisers (quarterly).
Reference HF5813 U6 L42

Editor and Publisher Market Guide. New York: Editor and Publisher Co. (annual).
Reference HF5905 E38

Market Share Reporter. Detroit: Gale Research Company (annual).
Reference Index table 5B (recent volumes)
Reference HF5410 M35 (older volumes)

Commercial Atlas and Marketing Guide. Chicago: Rand McNally (annual).
Baruch Reading Room

Survey of Buying Power. Sales and Marketing Management. Annual special issue of S&MM.
Reference HC106.3 S85

Simmons Study of Media and Markets (Choices II). New York: Simmons Market Research Bureau (annual)
CD-ROM in Besso Electronic Resources Lab

The Sourcebook of Demographics and Buying Power for Every County in the USA. Arlington, VA: CACI (annual).
Reference HA203 S65

The Sourcebook of Demographics and Buying Power for Every Zip Code in the USA. Arlington, VA: CACI (annual).
Reference HA203 S66

Mediamark Research. (MRI) NY: Mediamark Research Inc.
Reference Index table 6A

The Internet

Access to the World Wide Web via Netscape is available in Baruch Library and Technology Center Building, 151 E. 25th St., in the following locations: most library workstations; the Besso Lab, room 320; the Media Resource Center on the 1st floor; and on the 6th floor in the Baruch Computing and Technology Center. A few choice sites for marketing include:

The American Marketing Association (AMA)
The AMA is the world's largest and most comprehensive professional society of marketers. Their Web site provides useful links to resources that will benefit marketing professionals in both business and education.

The Marketing Resource Center
A free service of Concept Marketing Group, Inc. , this handy site provides links to numerous useful marketing resources including a Software Library, an Articles Library, Tools of the Trade, a Marketing Forum and more.

Market Research Center
The Web site for ASI Market Research, a marketing research firm that specializes in television commercial advertising research, or copytesting. An extremely useful site.

LEXIS/NEXIS
WWW
This online information system provides access to a number of marketing resources. The Industry and Markets News Library contains an extensive variety of publications covering advertising, marketing, market research, public relations, sales and selling, promotions, consumer attitudes and behavior, demographics, product announcements and reviews. LEXIS/NEXIS is accessible via Newman Library's home page on the World Wide Web through the Academic Universe LEXIS/NEXIS service. It is available on all Web workstations campus-wide.

Factiva
WWW
Factiva (formerly Dow Jones Interactive) is a full-text database that provides global news, business and financial information from newspapers, magazines, newswires, and trade journals. It includes information on companies and industries, SEC filings, and financial profiles. Please LOGOUT from Factiva when done.

Vocational Materials

Pattis, S. William. Opportunities in Advertising Careers. Lincolnwood, IL: VGM Career Horizons, 1995.
Reference HF5827 P38 1995

Resumes for Sales and Marketing Careers. Lincolnwood, IL: VGM Career Horizons, 1991.
HF5383 R45 1991

Stair, Lila B. Careers in Marketing. Lincolnwood, IL: VGM Career Horizons, 1995.
HF5415.122 S72 1995

Associations

Potential sources of otherwise hard-to-find information.

American Marketing Association
250 S. Wacker Drive, Ste. 200
Chicago, IL 60606

Direct Marketing Association
1120 Avenue of the Americas
New York, N.Y. 10036

Marketing Research Association
2189 Silas Deane Hwy., Ste. 5
P.O. Box 230
Rocky Hill, CT 06067

This page was last updated on