PRINCIPLES OF MARKETING
              LIBRARY RESOURCE GUIDE

Success in marketing depends in large measure upon your ability to find information. The library is the logical place to begin your research on almost any marketing problem.

In order to produce an effective marketing plan, you will need several types of information. The categories of business information that you will need might loosely be labeled: (1) company information, (2) industry information, (3) demographic information, and (4) media information. Attached are suggestions of sources for each of those categories. All listed resources are available in the CSC Library. Call numbers and web addresses are included.

I. Company Information

Business & Company Resource Center (from Library homepage, "Research Databases" menu)

Business Source Premier (from Library homepage, "Research Databases" menu)

Lexis-Nexis Academic Universe (from Library homepage, "Research Databases" menu). Use "Company Financial" under "Business."

Directory of Corporate Affiliations (REF 338.7 D628)

Mergent Online (from Library homepage, "Research Databases" menu)

Value Line ("Ratings and Reports" vol., on reserve)

II. Industry Information

Standard Industrial Classification Manual (REF 338.001 Un3s)
North American Industry Classification System (REF 338.01 N811)
(both also available on Lexis-Nexis, "Business", under "Directories.")

Business & Company Resource Center (from Library homepage, "Research Databases" menu)

Business Source Premier (from Library homepage, "Research Databases" menu)

Lexis-Nexis Academic Universe (from Library homepage, "Research Databases" menu).

Standard and Poor's Industry Surveys (REF 332.67 St24i)

U.S. Industry and Trade Outlook (REF 338.0973 Un3)

Veronis, Suhler & Associates Communications Industry Forecast (REF 338.761 V599)

Robert Morris Associates' Annual Statement Studies (REF 338.5 R54a)
Almanac of Business and Industrial Financial Ratios (REF 338.5 T759)
Industry Norms and Key Business Ratios (REF 338.5 In2)

Economic Report of the President (REF 330.973 P926e)

Current Industrial Reports (http://www.census.gov/cir/www/)

Encyclopedia of Associations (REF 061.3 G131en)

National Retail Federation (http://www.nrf.com)

Economic Censuses (Retail Trade, Service Industries, Wholesale Trade, Manufacturers) (http://www.census.gov/)

STAT-USA Includes National Trade Data Bank (http://www.stat-usa.gov) See reference librarian for username and password.

Statistical Resources on the Web: Business & Industry (from U. of Michigan)
(http://www.lib.umich.edu/govdocs/stecind.html)

III. Demographic Information

Statistical Abstract of the United States (REF 317.3 Un3s)
(or http://www.census.gov/compendia/statab/)

Census of Population
Census of Housing
Census of Population and Housing
Bureau of the Census HomePage (http://www.census.gov/)

FedStats (URL: http://www.fedstats.gov/)

City and County Data Book (REF 317.3 Un3co)
Electronic City and County Data Book (URL: http://www.census.gov/statab/www/ccdb.html)

State and County Quick Facts (URL: http://quickfacts.census.gov/qfd/)

American Factfinder (URL: http://factfinder.census.gov/servlet/BasicFactsServlet)

Vermont Center for Rural Studies (URL: http://crs.uvm.edu/)

Sales and Marketing Management, "Survey of Buying Power"-Supplement issue (usually in August)

Rand McNally Commercial Atlas and Marketing Guide (Atlas Stand)

Household Spending (REF 332.024 H816)

American Marketplace (REF 658.8342 Am356)

Best Customers (REF 658.8343 B464)

Lifestyle Market Analyst (REF 659.1058 St24l)

Mediamark Research Reports (REF 658 M468)

STAT-USA Includes National Trade Data Bank (see reference librarian for access)

IV. Media Information

SRDS (REF 659.1058 St24)

Editor and Publisher Market Guide (REF 658.8 Ed48)

Gale Directory of Publications and Broadcast Media (REF 016.071 G131d)





SCD 2/2008