Pathfinder: Marketing

Scope|Overview Sources|Circulating Books|Journals, Magazines & Trade Publications|Videos |Article Databases|Web Sites

SCOPE:  Marketing is a term that refers to the commercial functions involved in transferring goods and services from a producer to a consumer. (Encyclopedia of Business).  Marketing involves advertising of a product to insure the selling and distribution of the product. Businesses generally target a certain group of consumers in an attempt to persuade them to buy their products. This pathfinder will serve as a guideline to locating resources in the field of marketing, which will provide an in-depth analysis of these concepts.

There are sources located in the Reference Section of the Baddour Library that give a general overview or summary of the topic you are researching. The following is a list of some of the sources available in the library.

OVERVIEW SOURCES (located in the Reference Collection)

REF HF 5415.35 .E93 1995 Careers in Marketing

REF HF 5415.R577 Dictionary of Marketing & Advertising

REF HF 5415.2 .V35 1987 Dictionary of Marketing Research

REF HF 5415.D4874 1995 Dictionary of Marketing Terms

REF HF 1001 .E466 2000 Encyclopedia of Business

REF HF 5415.122.M37 2002 Market Guide

REF HF 5415.3.B785 1998 Marketing Scales Handbook

REF HF 5803 .A38 2003 The Advertising Age Encyclopedia of Advertising

Some representative books from the circulating collection are:

CIRCULATING BOOKS (located upstairs in the library) have the call number (s) HF

Click on the title to see whether an item is available, or to view/search the subject headings associated with that item.

Aaker, David A. ed. Marketing Research. New York: John Wiley & Sons, 2000.

Bishop, Bill. Global Marketing for the Digital Age. Chicago, ILL: NTC Business Books, 1999.

Bishop, Bill. Strategic Marketing for the Digital Age. Chicago, ILL: NTC Business
 Books, 1998.

Cohen, William A. The Marketing Plan. New York: Wiley, 1995.

Cravens, David W. Strategic Marketing. Boston:  Irwin McGraw-Hill, 2000.

Edmunds, Holly. AMA Complete Guide to Marketing Research for Small Business. Lincolnwood, ILL: NTC Business Books, 1996.

Janal, Daniel S. Online Marketing Handbook. New York: John Wiley & Sons, 1998.

Magrath, Allan J. The 6 Imperatives of Marketing: Lessons from the Worlds Best Companies. New York: American Management Association, 1992.

Marconi, Joe. Crisis Marketing: When Bad Things Happen to Good Companies. Chicago, ILL: NTC Business Books, 1997.

Malhotra, Naresh K.  Basic Marketing Research:  A Decision-Making Approach.  Upper Saddle River, NJ:  Pearson/Prentice Hall, 2006.

Newell, Frederick. Wireless Rules: New Marketing Strategies for Customer Relationship Management, Anytime, Anywhere. New York: McGraw- Hill, 2001.

Paley, Norton. The Manager's Guide to Competitive Marketing. New York: St. Lucie Press, 1999.

Reichert, Tom. The Erotic History of Advertising. Amherst, NY: Prometheus Books, 2003.

Sayre, Shay. Qualitative Methods for Marketplace Research. Thousand Oaks, CA: Sage Publications, 2001.

Smith, DVL and JH Fletcher. Inside Information: Making Sense of Marketing Data. New York: John Wiley & Sons, 2001.

Walle, Alf H. Rethinking Marketing: Qualitative Strategies and Exotic Visions.  Westport, CT: Quorum Books, 2001.

Zyman, Sergio. The end of advertising as we know it. Hoboken, NJ: John Wiley & Sons, 2002.

JOURNALS, MAGAZINES, & TRADE PUBLICATIONS

Some of the specific periodicals that the library subscribes to (in print or electronically through one of our databases) that focus on the topic of marketing are:

Click the links for a list of full text journals available through our databases in:

• Advertising
• Marketing & Sales

VIDEOS

Basics of Exporting HF1416.5 .B38 1993

The Business Plan: Your Road Map for Success HD30.28 .B85 1989

Marketing: Winning Customers with a Workable Plan HF5415 .M37 1989

Nike HD69.B7 N55 1999

ARTICLE DATABASES (from the library's database page, select one of the following):

• ABI Inform
• Business & Company Resource Center
• Business Source Premier
• Lexis Nexis Business
• Newspaper Source
• Regional Business News

WEB SITES

paintedcows.com
http://www.paintedcows.com
Advertising and marketing resource arranged by subject, with links to many current reports and articles.

Updated 12/12/2007