UGBA 106.1 Marketing
The following online and print resources provided by the Long Business Library are key to finding information required for this course. Use the Library proxy Server to access the electronic resources from off-campus.
|Use the OskiCat catalog to search for books. Subject headings, such as the following, will prove useful: advertising, market segmentation, marketing research, new products, pricing. Choose the subject search box and restrict the search to the Long Library by choosing BUSI from the location menu. E-books may be located and used online through Ebrary.|
Articles in Academic Journals and Magazines
|Business and Industry||Scan thousands of industry and trade magazines for news related to new products, market share, sales, etc. Use the search boxes to limit to specific marketing terms or concepts.|
|Business Source Complete||Indexes the major marketing journals and magazines. Full text is provided for many sources.|
|Factiva||Provides the full text of over 6,500 magazines and newspapers, including many industry and trade journals. Useful for scanning news on new products or marketing strategies of companies.|
|Lexis-Nexis Academic||A full text database of magazines and newspapers.|
Journal of Advertising
Journal of Consumer Marketing
Journal of Marketing
Journal of Marketing Research
Market Research Reports
|Business Monitor Online||Provides the full text of reports covering 55 industries in markets around the world. Useful forecasts for the countries included.|
|Business Source Complete||Limit your search to or browse by market research reports for several industries.|
|IBIS World Industry Market Reports||For over 700 U.S. industry segments, provides 25-30 page reports with key statistics and detailed analysis of key growth trends, the competitive environment, and key issues facing each industry.|
|Market Research Academic||Provides full text market research reports focusing on service industries, consumer goods, food and beverages, heavy industries, life science industries, and technology and media from Packaged Facts and Kolorama Information.|
|Mintel||Market research reports on a variety of consumer products and services. Each report includes market size and outlook, competitive environment, segment performance, distribution channels, market drivers, leading companies, brand share, advertising and promotion, etc. Mintel requires personal registration and is restricted to course specific use.|
|New Strategist books||New Strategist publishes market research reports on different groups (men and women, age groups, ethnic groups), consumer behavior ("Who's Buying X"), and within industries (health care, food service).
Check OskiCat for individual title and availability information.
|American FactFinder (Census.gov)||American FactFinder is the Census Bureau's portal to decennial census and American Community Survey data. Find detailed demographic and housing information by state, county, and ZIP code.|
|Community Sourcebook of Zip Code Data||At the zip code level, provides detailed
population, income, and spending potential data.
Located in the Reference Collection HA203 S66.
|EIU Country Profiles and Reports||Annual and quarterly reports for over 200 countries with economic data for each.|
|Gallup Brain||Gallup Brain is a searchable archive of decades of Gallup poll responses.|
|Market Share Reporter||A print source providing market share for products and companies.
Located in the Reference Collection HF5410.M35.
|MediaMark||Contains the results of a national probability sample of U.S. consumers and provides very detailed data for specific consumer goods. Student must register on the Media Mark site for access to the data.|
|SRDS Local Market Audience Analyst||The Local Market Audience Analyst can generate reports and maps showing demographics, consumer preferences, and lifestyles by U.S. county or metropolitan area. This database replaces the print "SRDS Lifestyle Market Analyst" book, which was discontinued by the publisher.|
|Business Source Complete||Click on SWOT Analyses or Company Profiles links to get detailed reports on companies.|
|Hoover's Online||Use Hoover's to find company profiles and financial data for private companies.|
|Lexis-Nexis Academic||Click on the Business category to access company profiles, financial data, and annual reports.|
|Mergent Online||Mergent is our best source for finding comprehensive financial information for public companies. Also look here for background information about companies and executives and links to comparable companies.|
|OneSource||OneSource profiles companies, industries, and executives and allows screening by industry, region, company size, company sales, and more. It is a one-stop resource with lots of extras, including SEC documents, analyst reports, and market research reports. Please use your Haas username and password to log in to OneSource.|
Other Useful Information
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