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MKT 541: Strategic Marketing: Online Resources & Library Databases

This course guide is for those graduate students enrolled in MKT 541. [Originally created by Marty Branch, Business Librarian]

Library Databases

These databases will be invaluable as you search for articles and information for your marketing plan:

Online Resources

These are links to Internet resources that are valid for your class project:

http://www.brandweek.com/bw/index.jsp  Brandweek.com (now adweek.com) is an online marketing magazine delivering breaking news, analysis and industry data geared to corporate branding professionals.  Brandweek.com provides current reports on traditional and Internet marketing strategies in all major product categories and provides information on how to be competitive locally and nationally.

http://adage.com Advertising Age is a well established publication (also available in Business Source Premier).  This website provides a number of useful links for researchers.

http://www.clickz.com/stats/ ClickZStats provides a collection of online facts which have been gathered from secondary resources.  Especially useful is the 'Stats Toolbox' which is an archive of statistical data.

http://www.knowthis.com KnowThis contains the basic principles of marketing and advertising in clear, concise tutorials.  Also included are numerous Web resources for advertising, selling, promotion and research.

http://marketingsherpa.com/# Marketing Sherpa, Inc. is a research firm publishing case studies, benchmark data and how-to information for marketing, advertising, and public relation professionals.  Also included are interviews, surveys and industry-wide data

http://www.thomasnet.com Thomas Register of American Manufacturers' website is used as a gigantic "yellow pages" listing for U.S. manufacturers.  For each product, a list of manufacturers is provided, arranged by city/state.

http://www.prophet.com/home A brand marketing website with interesting articles and relevant issues in brand marketing.

http://www.brandchannel.com Brand Channel provides interesting perspectives on brand marketing.

 

Nielsen Prism Zip Codes Clusters

Nielsen's PRIZM is a demographic segmentation system that provides simple way of understanding your customers.  Think of MyBestSegments as a "photo album" of consumer markets. Each of the Nielsen segments has its own pages that display "snapshots" of the segment's demographic traits, lifestyle preferences and consumer behaviors.  To research the profile for a zip code:

Demographic Data

These are just a few of the governmental websites that will assist you in researching demographic data:

American FactFinder - U.S. Census 

http://factfinder.census.gov

International Demographic projections by country

http://www.census.gov/ipc/www/idb/

The World FactBook

https://www.cia.gov/library/publications/the-world-factbook/