Marketing

HANDBOOKS: This is a sample of our collection of handbooks for marketing research. Come to our Management Economics Reference Area and browse our titles. HF 5415.M.

The Informed Student Guide to Marketing - Compiled by a team of recognized marketing experts to give students a basic reference tool for marketing. The book has over 400 entries arranged alphabetically. Example entries: Geo-demographics,direct marketing, product mix, and segmentation PRINT - MEGI HF 5415 .I53x
Developing Successful Marketing Strategies - PRINT- MEGI HF5415.13.P3245
How's your Marketing doing lately? - An overview of the marketing process.

MARKETING PLANS:

Auditing markets, products, and marketing plans [electronic resource]. E-BOOK. Please go to BYU Library catalog and search for this book. Click on the link for electronic access. Sample marketing plans and strategies.
Marketing plans. Sample plans.
Preparing the Marketing Plan. PRINT - MEGI HF5415.13.P3248
BYU Marketing Studies: A collection of marketing research case studies of local companies prepared by BYU graduate students. Includes surveys. PRINT - HD8998.B7

ARTICLES:

Business & Company Resource Center (Gale)- Contains company financial information, industry reports and Datamonitor marketing information.
Business and Industry (RDS) (Gale)- Indexes public and private company data, including contact names, address and telephone numbers, total employees, sales volume and business descriptions. Covers more than 11,000U.S. & international companies and 53 industries. Contains Industry Datamonitor Reports.
ABI/INFORM (ProQuest)- Searches 1000 premier worldwide business periodicals (many articles available in full text), and provides information on 60,000+ companies. PA Research II searches over 1800 popular and scholarly periodicals and selected newspapers in all disciplines with many articles appearing in full text. ABI/Inform Newspapers indexes the full text of over 300 U.S. and international news sources, including over 150 major U.S. and international newspapers .
LexisNexis Academic- A full text database which provides full text access to national & international news, business, legal, and reference information, including federal & state case law, company financial, state statistics, and accounting, auditing & tax information.
Factiva- Is a global news and business information service that combines the content sets of Dow Jones Interactive and Reuters Business Briefing. It provides world-class global content, including Dow Jones and Reuters news wires and The Wall Street Journal -in a single service. Factiva offers single content solution with multiple language interfaces and multilingual content covering nearly 9,000 sources. Factiva's research products provide a single point of access to a deep archive of news and business information not available on the free Web, allowing users to conduct in-depth research on companies, industries, regional affairs - or any news. Click Companies/Markets.

MARKET RESEARCH REPORTS: (includes market share information)

Mintel Reports (Must create profile, see description)- Offers a series of research reports covering the US and International marketplace. Each market research report provides data & analysis of the competitive landscape, market-share analysis and consumer profiles.
MarketResearch.com Academic - This database includes market research reports from Kalorama (Biotechnology, Healthcare, and Pharmaceuticals), Packaged Facts (Food, Demographics, and Consumer Goods and Services), SBI (Manufacturing and construction materials and chemicals) and ICON (Global Product Studies)
Euromonitor International Passport- An integrated on-line business information system providing key business intelligence on countries, consumers, lifestyles, markets and companies. Excellent for market research, international business case studies, scenario planning and comparative analysis.
Business & Company Resource Center (Gale)- Indexes public and private company data, including contact names, address and telephone numbers, total employees, sales volume and business descriptions. Covers more than 11,000 U.S. & international companies and 53 industries .Includes the latest information drawn from Market Share Reporter & World MarketShare Reporter.
Business and Industry (RDS) (Gale)- Provides marketing facts and figures for public and private companies, industries, markets, and products for all manufacturing and service industries on both domestic and international levels. Includes such information as market share, market size, sales, etc.
PROMT (Gale)- Includes summaries and full text from nearly 1,000 business and trade journals,industry newsletters, newspapers, market research studies, news releases,and investment and brokerage firm reports.
Business Rankings Annual - MGT/ECON HG4050.B88. Includes the "top ten" lists, compiled by newspapers, periodicals, statistical annuals and other publications. Includes an index by company name.
Business Reporter - Contains 1,600 entries listed in SIC order and covering 250 geographical locations.

DEMOGRAPHICS:

Census Data - Connects to the U.S. Census Bureau, the major source of U.S. demographic, social and economic information.
Utah Economics and Demographics Data - Provides information about demographic, economic, and fiscal issues impacting Utah, including the latest 2000 Census data. Provision is made for loading data into Excel. Profiles, rankings, projections,and some historical data are provided.
American Demographics. PRINT PERIODICAL HB 3505.A66. ELECTRONIC: ABI/INFORM (ProQuest)Do a publication search.
American incomes: demographics of who has money - PRINT MEGI HC 79 .I5 A44x
Sourcebook of zip code demographics - Updated variables for population, households, families, income,race, age and spending potential for a wide variety of products and services. Includes Residential and Non-Residential zip code. Profile sections(population change, composition, income and spending potential profiles)and also demographics; population, age, race, Hispanic origin, household type, household income and other valuable business data. PRINT: HA203 .S67
Population Reference Bureau gives you instant summaries of the demographic characteristics of the U.S. population.
American Fact Finder contains population, housing, economic, and geographic data.
World Development Indicators- covers more than 700 indicators, 208 economies, and 18 regional and income groups. Includes social, economic, financial, natural resources, and environmental indicators from 1960 to 2006.
Mintel Reports (Must create profile, see description)- This database offers a series of research reports covering the US and International marketplace. Each market research report provides data & analysis of the competitive landscape, market-share analysis and consumer profiles. Complex demographic issues are broken into easy-to-understand sections, explaining consumer behavior and demonstrating the structure of the market. To look at demographic data, click CONSUMER
Euromonitor International Passport- An integrated on-line business information system providing key business intelligence on countries, consumers, lifestyles, markets and companies. Excellent for market research, international business case studies, scenario planning and comparative analysis
Country Commercial Guides is a comprehensive look at countries commercial environments (economical, political and market analysis). Prepared by U.S. Department of State with the assistance of several U.S. government agencies. Bureau of Economics and Business Affairs.

BUSINESS ECONOMIC ACTIVITY:

The Economic Census - Every five years, the US Census Bureau gathers comprehensive data on the businesses and economic activity from the national to the local level. They collect data on over 1000 industries in every zip code. Includes information on how many businesses there are in any given industry in any zip code in the country and their performance.
Statistics of U.S. Businesses (SUSB) - An annual series that provides national and sub national data on the distribution of economic data by size and industry. Covers most of the country's economic activity.
Statistical Abstract of the U.S. - Contains a collection of statistics on social and economic conditions in the United States. Selected international data are also included. It is also a guide to other data from the Census Bureau, other Federal agencies, and private organizations.
Consumer Price Index: - Provides access to price indexes for the U.S., the four Census regions, size of city, of regions and size classes, and for 26 local areas. Indexes are available for major groups of consumer expenditures, for items within each group,and for special categories, such as services
County Business Patterns - This is an annually series that provides county level economic data by industry. Businesses use the data for analyzing market potential, measuring the effectiveness of sales and advertising programs, setting sales quotas, and analyzing competition. Among items available are total establishments, employment, annual payroll, first quarter payroll, and number of establishments by employment size.
Regional Economic Information System (REIS) - Provides local area economic data for states, counties, and metropolitan areas. Statistics in the database include: personal income and earning variables, full and part-time employment variables, transfer payments variables, and farm income and expenses variables from 1969-1999
Regional Input-Output Modeling System (RIMS II) - Multipliers based on 2004 national annual input-output data and 2004 regional data are available for any single or multi-county region. Multipliers based on 1997 national benchmark input-output data and 2004 regional data are also available.

HOUSEHOLD SPENDING:

Household Spending: Who Spends How Much on What. This guide arranges statistics for spending by age, income, household type, household size, and other factors for a wide range of products and services. It is based on the Bureau of Labor Statistics; annual Consumer Expenditure Survey. PRINT - HC 110 .C6 A666x
Official Guide to Household Spending - It is based on the Bureau of Labor Statistics' Annual Consumer Expenditure Survey. PRINT - HC 110 .C6 034.
Survey of Buying Power- Contains current state, county, city and town estimates of population by age, retail sales by store group and buying income and buying power index. PRINT - MEGI HC110.C6S85
Sales in Marketing Management. - Current Located in the Periodicals Reading Room on Level 2. The annual Survey of Buying Power is bound with this also. An excellent resource for managers and marketing research with a sales emphasis. PRINT - HF 5438 .A34 1997
Consumer Expenditure Survey - Consists of two surveys collected for the Bureau of Labor Statistics by the Census Bureau. The quarterly Interview survey and the Diary survey. These surveys provide information on the buying habits of American consumers, including data on their expenditures, income, and consumer unit characteristics.

SURVEYS:

Survey Research Method- The American Statistical Association Section on Survey Research Methods provide free brochures called "What is a Survey?", "What are Focus Groups?" , "More About Mail Surveys", and "What is a Margin of Error?". This web site is good for basic understanding for survey research methods.
Handbook of Marketing Scales - Multi-Item measures for Marketing and Consumer Behavior Research. PRINT - MEGI HF5415.3B323
Survey of buying power - Contains data on population characteristics based on Census data, income distribution, buying income,retail sales and buying power index. PRINT - HC 110 .C6 S85
BYU Marketing Studies: A collection of marketing research case studies of local companies prepared by BYU graduate students. Includes surveys. PRINT - HD8998.B7

BUSINESS DIRECTORIES:

Reference USA- Available at BUS REF only. Search for U.S. Company information using many criteria, including geographic location, SIC, size of company, etc. Perfect for searching local companies! Can download up to 25 records at a time in various formats and import into spreadsheets, etc.
- This database provides information on approximately 1,600,000 U.S.and Canadian leading public and private businesses. Company information includes industry information with up to 24 individual digit, size criteria (employees and annual sales), type of ownership, principal executives and biographies.
Thomas Register of American Manufacturers - Most, if not all, of the information on over 155,000 manufacturers that is available in the print volumes, is available here. You must register the first time and remember your ID.
CorpTech (Reference USA)- Researchers and publishes both high-quality private company profiles and public company profiles. This unique source of business directory information on the hi tech business segment allows you to perform in depth company research to generate competitive intelligence, business leads, mailing lists, and unique company profile data points for use in all your company research activities.

COMPANY RESEARCH:

LexisNexis Academic- Provides full text access to national & international news, business, legal, and reference information, including federal &state case law, company financial, state statistics, and accounting, auditing& tax information. Includes Hoover Handbooks Reports, Disclosure and Worldscope Reports, and the S& P Standard Corporate Descriptions. All of these reports provide strategic and financial information of publicly held corporations. Go to "Academic Universe", Click on "Business", Click on"company financial Information" and change to desirable source.
Business & Company Resource Center (Gale)- Indexes public and private company data, including contact names, address and telephone numbers, total employees, sales volume and business descriptions. Covers more than 11,000 U.S. and international companies and 53 industries.
Investext Plus (Gale)- Indexes reports and forecasts prepared by top Wall Street and international brokerage firms. More than 11,000 U.S.and international companies and 53 industries are covered.
EDGAR- Electronic Data Gathering, Analysis and Retrieval System - Financial reports of corporations from reports submitted to the Securities and Exchange Commission (SEC). Includes annual reports, quarterly reports, balance sheet, income statement, security activity and analysis and much more
Business Source Premier (EBSCO)- This is a great database to find company profiles which include information such as key facts, business description, key employee’s biographies, SWOT analysis, and so forth. Click on “company profiles.In the “browse for” box, enter the name of the company. You can click on the PDF report to see the company information.
Factiva- A global news and business information service that combines the content sets of Dow Jones Interactive and Reuters Business Briefing. It provides world-class global content, including Dow Jones and Reuters newswires and The Wall Street Journal -in a single service. Factiva offers single content solution with multiple language interfaces and multilingual content covering nearly 9,000 sources. Factiva's research products provide a single point of access to a deep archive of news and business information not available on the free Web, allowing users to conduct in-depth research on companies, industries, regional affairs - or any news. Click Companies/Markets.

INDUSTRY RESEARCH

Business and Industry (RDS) (Gale)-The database indexes publications containing key facts on public and private companies and industries. Includes such information as market share, market size, sales, etc. Some full text articles. Coverage: 1994-present; updated daily.
Business & Company Resource Center (Gale)- Indexes public and private company data, including contact names, address and telephone numbers, total employees, sales volume and business descriptions. Covers more than 11,000 U.S.& international companies and 53 industries.
Almanac of Business Industrial Financial Ratios. Over 20 financial ratios and percentages are given for each of 75 major industries. Each industry is also subdivided,and ratios are given for the sections. Statistics lag three years behind publication date. Note: Compiles statistics for companies just starting up and has no money in assets. PRINT - MEGI HF 5681 .R25 T68. Similar data are also found in the Statistics of Income. HG 4070 .U8 State Municipal Documents.

ADVERTISING SOURCES: The library has a large collection of advertising sources. The following publications will help you get started.

MRI+ (Must register, see description)- Contains information on demographic, lifestyle,product usage and exposure to all forms of advertising media collected from a single sample.
Advertising Age -Available in print at Periodical (2nd floor, north side) HF 5801 .A276 - Contains Advertising industry news, analysis, and special features available free at the website, go to their data, (http://ww.adage.com). This journal is also available in ABI/INFORM (ProQuest)by doing a PUBLICATION search as well as other well known journals in advertising: Adweek, Journal of Advertising, Journal of Advertising Research and many others.
Standard Directory of Advertisers - The advertiser's "Red Book", covers leading companies that spend at least $200,00 a year in advertising by product name, sic code, geographical locations plus listing advertising executives for the various companies. PRINT - MGT/ECON HF5805 .S7.
Directory of Advertisers - Directory of advertising agencies with branches, personnel, accounts, annual billing, and other information. Commonly known as "Agency Red Book." - PRINT - MGT/ECON HF5905 .S72.
SRDS Media Solutions- Direct Marketing, Business, Print Media, Newspaper, TV & Cable,Consumer editions. Covers the radio, TV, newspaper and magazines markets.
Editor Publisher Market Guide - The Directory of Newspaper Markets and Demographics. Contains data on more than 1,600 daily newspaper cities in the United States and Canada, earlier in stacks. PRINT - HF 5905 .E38
Datamonitor Industry Market Research - Contains the full text of reports published in the United Kingdom, covering the U.K., France, Italy, Germany, Spain, Europe, United States, and the world. The material is written by a specialized team of industry experts who rely on data drawn from exclusively commissioned Gallup surveys, consumer panels, and in-depth trade interviews. Reports typically discuss products, the competitive environment, pricing, market share, and other key issues affecting industries. Most records have tables containing valuable facts and figures on companies and products. Datamonitor Reports are available thoroughBusiness and Industry (RDS) (Gale) Go To and specific source, click LOOKUP, choose D, select Datamonitor Industry Market Research, go to the bottom of the page and click ADD SELECTED SOURCES, now you have different choices, either write keywords describing your industry or just select the industry and region. Also available through Business & Company Resource Center (Gale).
Business Source Premier (EBSCO)- This database is a great resource for company research especially SWOT analyses. Click on "Company Profiles" and in the "Browse for" box enter the name of the company. Open the PDF report to see the company information.
Statistical Summaries from the Utah Newspaper Agency Corporation. Covers several industries and includes, market share, trends, patterns , demographics , attitudes , preferred advertising & price quality preference. http://www.nacorp.com/NAC2/adv/mktg/stats.html

MAPS & ATLASES:

Geographic Information System.GIS -Allows the user visualize and analyze geographic data in maps. The user can take any geographic based database and layer the different attributes on an area to do retail trade area analysis, site selection, media targeting, and much more. It can show relationships and patterns in data better than tables, graphs, or charts. For simple GIS maps using government data go to American FactFinder.
Commercial Atlas and Marketing Guide (Rand McNally) - Population,economic and geographic data for U. S. Includes state maps and index of places with statistics. Latest Edition at MEGI G 1019 .R22

THEMATIC MAPS

US Census Thematic Maps (TIGER/Line) - http://tiger.census.gov/cgi-bin/mapbrowse-tbl - A tool based to view geographic patterns in 1990 census data
American FactFinder - This free web site has Census data from the Decennial Census Summary Files, American Community Survey Summary Tables, and Economic Census. American FactFinder can create custom tabulations from micro data files, compute simple statistics, and create a thematic map for a specific geographic place.

BRANDS:

The World's Greatest Brands - Look up by title in library catalog and click on URL. This E-book gives brief descriptions of international brands' history and logos.
Encyclopedia of corporate names worldwide - MGT/ECON HD 69 .B7 R66
Uncommon practice : people who deliver a great brand experience - MGT/ECON HD 9980.5 .U53x
America's greatest brands: an insight into 80 of America's strongest brands - PRINT - MGT/ECON HD 69 .B7 A43x
Driving brand value: using integrated marketing to manage profitable stake holder relationships - PRINT - MGT/ECON HF 5415.13 .D845 1997
Brands and their companies - PRINT - MGT/ECON T 223 .V4 A23
International directory of company histories. PRINT - MGT/ECON HD 2721 .I63. Available electronically through Brandweek: The web site includes current headlines, feature stories and a section on culture trends. For full text articles from this journal go to Business and Industry (RDS) (Gale)

PRODUCT RESEARCH:

Business and Industry (RDS) (Gale)- The database indexes publications containing key facts on public and private companies and industries. Includes such information as market share, market size, sales, etc. Some full text articles.
MRI+ (Must register, see description)- Provides information as to which "audiences" are likely to purchase certain products or services and how to reach these people.
Literature Resource Center (LRC)(Gale) - Indexes product reviews in periodicals and services covering product evaluations, descriptions, recalls, alerts, and warnings. Choose the advanced search, choose keyword under the pull down menu and search for a product for example: IPOD

Business Source Premier (EBSCO) - Click on Advance search. Write CONSUMER REPORTS in the search box. Change DEFAULT FIELDS to JOURNAL NAME. In the second search box, write the name of the brand or product you are looking for. Example: LAPTOPS or CELL PHONES. A list of consumer reports will appear. Try the HTML version and then look for the product rankings. If the full text is not available, go to our PERIODICAL ROOM and ask for the print version of Consumer Reports.

PROMT (Gale) Predicast Overview of Markets and Technology. Use this database to research companies, the products and technologies they produce, and the markets in which they compete. Includes summaries and full text from nearly 1,000 business and trade journals, industry newsletters, newspapers, market research studies, news releases, and investment and brokerage firm reports.

Consumer Information Center - Contains full text versions of hundreds of the best federal consumer publications available.

Mintel Reports (Must create profile, see description)- Offers a series of research reports covering the US and International marketplace. Each market research report provides data & analysis of the competitive landscape, market-share analysis and consumer profiles.

ASSOCIATIONS: The following web sites provide articles, research tips, recent publications, conferences and other valuable information. To find other marketing associations. Go to Business & Company Resource Center (Gale),click on advanced search. Change the CONTENT AREA to ASSOCIATIONS. Write MARKETING in the search box, you will find 1331 national and worldwide associations.

Please send questions and comments to:

LETICIA CAMACHO
Business Librarian,
Subjects of responsibility:
Accounting, Information Systems,
Organizational Leadership,
& Public Administration
1521 Harold B. Lee Library
Brigham Young University
Provo, Utah 84602-6851
(801)422-1970 / FAX (801)422-0466
leticia_camacho@byu.edu

ANDY SPACKMAN
Business Librarian
Subjects of responsibility:
Business Management and
Economics
1522 Harold B. Lee Library
Brigham Young University
Provo, Utah 84602-6851
(801)422-3924
FAX (801)422-0466
andy_spackman@byu.edu