MBA 292 A&B: Nonprofit Management

The Business Library

  • Micaela Morales Agyare
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  • Office Location: S368 Haas Business School UC Berkeley
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This research guide is designed to help you find resources for your strategic brand management assignments, projects, and marketing plans. It is by no means an exhaustive list of everything the library has available.

Campus Library Map

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UC Berkeley Library campus map

You can also view/download a PDF map of library locations. For library contact information and building addresses, visit our directory.

Off-campus Access

Before you can access UCB Library resources from off campus or via your laptop or other mobile devices, make sure you have configured your machine using one of two simple methods (Proxy Server is the quickest and easiest):

Proxy Server
After you make a one-time change in your web browser settings, the proxy server will ask you to log in with a CalNet ID when you click on the link to a licensed resource. See the setup instructions, FAQ, and Troubleshooting pages to configure your browser.  Make sure you check the proxy configuration before you start researching.

VPN (Virtual Private Network)
After you install and run the VPN "client" software on your computer, you can log in with a CalNet ID to establish a secure connection with the campus network.

Find Books

Use the OskiCat catalog to search for books. Nonprofit organizations, independent sector, boards of directors, social entrepreneurship, and volunteer workers are all subject headings in OskiCat. Choose the subject search box and restrict the search to the Business and Economics Library location menu. E-books may be located and used online through Ebrary.

Librarian Recommendation

Encyclopedia of American Industries

Provides short profiles for many nonprofit sectors (museums, professional membership associations, etc.)
Two print volumes located in the Reference Collection HC102 E53. Read at Google Read at Google

The Nonprofit Almanac 2008

Includes information on wage and employment trends, trends in private giving and volunteering, financial trends, and the size, scope, and finances of public charities
Located in the Reference Collection HD2769.2 U6 N64.
Read at Google Read at Google

Find Articles

Key Academic and Trade Journals

Advertising Age
Tabloid style marketing and communications industry magazine - who's who, news, market share, corporate strategy, plus an annual list of top 100 corporations by advertising expenditure.
A weekly publication of articles, interviews, business profiles, licensing, new products and new campaigns aimed at professionals in marketing in agencies and client companies.
Brand Strategy
Provides news and information especially relevant to individuals involved in brand management and new product development.
Journal of Brand Management
Explores the strategies of players in the global marketplace, trends and techniques.
The Journal of Product & Brand Management
Covers the latest strategies in product and brand management and pricing.

Company Profiles

Market Research Reports

This category includes ready-made market research reports.  The content of these will vary, but most should include:

For a complete list of Market Research databases Berkeley subscribes to, go to the Business Library's Databases by Subject page and choose "Market Research." 

Finding Demographic Information

Contains the results of a national probability sample of U.S. consumers and provides very detailed data for specific consumer goods.
Registration required.

A web-based data analysis and mapping application that allows users to create custom thematic maps, tables and reports using demographic, business, and marketing data for the United States. Includes over 70,000 data variables related to demographics, employment, real estate & housing, crime, businesses, consumer spending, and points of interest data from the US Census, historical US Census data (1980, 1990, 2000), SimmonsLOCAL data from Experian, and Nielsen Claritas PRIZM 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.
Works ONLY in Internet Explorer on Windows PCs.
At the welcome page, click where it says “Click here to access SRDS Services”.

American FactFinder
Locate and download census data for U.S. markets.

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