BUSINESS 340: MARKETING STRATEGY & PLANNING
Basic Skills - describes useful search techniques that apply to research databases, library catalogs and internet search engines
EZRA - search for items in Thomas LibraryII. Information on Companies and Industries
Applied Management Collection - over 300 titles in Main Stacks of Thomas Library.
Access by doing a subject heading search in EZRA for Applied Management Collection.
OhioLINK - search 80+ Ohio libraries. Order items early! It may take 2-5 business days for items to be shipped to Witt.
- Business News
- Company Profiles
- SEC Filings & Reports (includes EDGAR)
- Industry News
Hoover's In-Depth Reports - click the"Search by Content Type" box at the top, right of the search box and click "Company Profiles". Then click "Advanced Options" under the search box and put a checkmark next to " . Be sure to click the red "Apply" button, then type your company name in the main search box.
- lookup a company name, then click on the "Reports" tab to find Annual and Industry Reports
- or use NAICS code to lookup an industry report
III. Periodicals: Journals, Magazines, and More
A. Databases for Finding Articles
* Business Source Complete by EBSCO - search business and management periodicals; contains SWOT analyses.
Tip: Mouse over "More" on the blue bar at the top of the screen and click on "Company Profiles" to search for Market Line Reports. These reports include names of top competitors.
Academic Search Complete by EBSCO - search periodicals from a variety of disciplines
MasterFile Premier by EBSCO - search magazines and trade publications (not many scholarly articles)
SocINDEX with full text by EBSCO - search Sociology periodicals
EconLit by EBSCO - Basic index to economics journals.
*** Save time: Search all 5 of the above EBSCO databases concurrently by selecting each one from the "Choose Databases" link from within any one of the above EBSCO databases
B. Accessing Periodicals
At Wittenberg: Journals the Library Has - Electronic and Print access will show up
If Wittenberg doesn't have access, fill out the Interlibrary Loan form to request a copy
NOTE: Locating journals can be tricky. If you run into trouble, a reference librarian will be glad to assist you.
IV. Citing Sources
Citations for Displays:
"Descriptive name for display," Store, location, date seen.
"Celebrate Halloween with Coke," Kroger, Bechtle Ave, 09.06.20XX
Citation for Advertising:
"Descriptive title for ad," Medium, time of day for broadcast, date seen.
"Celebrate Halloween with Coke," WHIO-TV, 9:00 p.m., 09.06.20XX
"Celebrate Halloween with Coke," Springfield News-Sun, 09.06.20XX
Citation for Interviews:
Last Name, First Name. Title, Company. Method of interview. Date.
Smith, Sandra. Manager of Beverages, Kroger. Personal Interview. 09.06.20XX
- Wittenberg's Writing Center maintains information about a variety of commonly used citation styles. And you can always drop by the Writing Center or the Library Reference Desk for help interpreting the instructions.
- Research and Documentation Online provides examples of how to create in-text citations, how to compile a bibliography and samples of proper formatting for MLA, APA, Chicago and CSE styles. It also provides tips for evaluating sources.
- A Research Guide
for Students - Besides giving examples of citing sources in APA, MLA, Chicago/Turabian and other styles, this handy site gives pointers
on resume writing and cover letters, proofreading, and more.
V. StatisticsRecommended sources available in Thomas Library's Reference Collection:
- County and City Extra
- Ref. HA203.C68 -or- County-City Databook for 2000
- Household Spending: Who Spends How Much on What.
- Ref. HC110.C6 A666
- American Generations Series
- American Generations: who they are, how they live, what they think
- Americans 55 & older : a changing market
- The baby boom : Americans born 1946 to 1964
- Generation X : Americans born 1965 to 1976
- The Millennials : Americans born 1977 to 1994
- Older Americans : a changing market
- Demographics USA: ZIP Edition - Provides statistics by ZIP code.
- Ref. HF5415.3 .D463 2004
- The Lifestyle Market Analyst - Gives lifestyle profiles of US cities.
- Ref. HF5415.33.U6 L54 2005
Recommended sources available for request through OhioLINK:
Recommended sources online:
- Statistical Universe - a source of general statistics [subscription resource requires library barcode for off-campus access]
- The United States Census Site - From here you can click on the Related Sites box for links to State Data Centers and Fedstats, which has links to more than 70 statistical agencies
- Consumer Expenditure Surveys - from the US Bureau of Labor Statistics
- U.S. Economic Census - Business Data you can use from the US Census Bureau
VI. Public Opinion
Recommended from the Thomas Library Reference section:
American Attitudes: What Americans Think about the Issues That Shape Their Lives. 4th ed. Ref. HN90.P8 A58 2005
Recommended sources on the web:
|PollingReport.com||"An independent, nonpartisan resource on trends in American public opinion."|
|Pew Research Center||an independent, non-partisan public opinion research organization that studies attitudes toward politics, the press and public policy issues|
|Gallup Organization||Provides the results of recent Gallup polls and explains how the polls are conducted.|
|Kaiser Family Foundation||Contains information about health care|
|Nielsen Media Research|| provides some free reports on consumer watching and buying habits
|The American Customer Satisfaction Index||ACSI measures national customer satisfaction by industry or company|
American Marketing Association (AMA)
Direct Marketing Association (DMA)
Marketing Research Association (MRA)
The Ad Council
VIII. People Resources
For help, contact Kristen Peters, library liaison to the Business Department. Or contact the reference desk.
Make an appointment with an OCC consultant for presentation practice.
For writing assistance, make an apopintment with someone at the Writing Center advisor.
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Compiled by Regina Entorf, Wittenberg University Library
Last updated 2/14/2014 - KGP