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MKT 1033: Essentials of Marketing in the 21st Century


Books in the Main Stacks

For books you can borrow, try the following subject headings. Most of these will be on the second floor of the Library. If it’s an e-book, just follow the link.

Marketing Strategies
Global Marketing

Reference Books

All reference books in Oakdale are on the first floor of the Library. Look for the start of your call number on the end of each row of shelves.

Imber, J. (2000). Dictionary of marketing terms. Hauppauge, NY : Barron’s. More than 4,000 definitions cover all aspects of the advertising industry. Ref. HF5803 .T56

Jorgensen, J. (1994). Encyclopedia of consumer brands . Detroit: St. James Press. Brand origin, development, growth of manufacturing and distribution, marketing and advertising strategies, further reading. Three volumes: Consumable Products, Personal Products, Durable Goods. Ref. HF5415.3 .E527

Lewis, B.R., & Littler, D. (Eds.). (1997). Blackwell encyclopedia of management. Cambridge, MA: Blackwell Pubs. This is a 12 volume set, volume 4 is a good source for explanations of marketing terms. Ref. HD30.15 .B463

Riggs, T. (Ed.). (2000). Encyclopedia of major marketing campaigns. Detroit, MI: Gale Group. “Profiles 500 of the most notable advertising and marketing initiatives of the twentieth century.” Ref. HF5837 .E53 Directories, Handbooks, Industry & Product Information

Antelman, G. (Ed.). International directory of company histories. Chicago: St. James Press. A multi-volume set with two to three page histories for medium to large companies. Use the index in the last volume and choose the pages in bold for the main report. An index by industry is also included. Updated as new volumes are added. Ref. HD2721 .D36

Haig, M. (2001). E-marketing handbook: an indispensable guide to marketing your products and services on the internet. London: Kogan Page. A guide to creating a successful e-marketing plan. Ref. HF5415.1265 .H35 ‘’‘ Standard and Poor’s industry surveys’‘’. (2010). New York: Standard and Poor’s Corp. By broad industry, discusses current environment, industry profile (trends, how industry operates, key ratios and statistics, and how to analyze a company in the industry), comparative company analysis, industry references (Web sites, trade associations, periodicals, and market research firms). Ref. HC106.6 .H74 (Kept at the Reference Desk)

Standard directory of advertising agencies. (2002). Skokie, IL.: National Register Publishing. Listing of agencies and the products they represent. Ref. HF5805 .S781

Standard directory of advertisers. (2002). New Providence, NJ: National Register Publishers. Listing of companies and their products/brand names. Ref. HF5805 .S7714 Statistics

Market share reporter. (2006). Detroit: Gale Research. Statistics on market shares for top products and industries. Ref. HF5410 .H35

Statistical abstract of the United States. (2010). Washington, DC: U.S. Dept. of Commerce. Compilation of various statistical tables from a variety of bureaus and departments of the U.S. government.

Citing Your Resources

Doing ethical research means citing sources. It is critical to credit writers for their work and their contributions to your research. To not do so is unethical and leads to plagiarism - unintentionally or not. Here are some sources to help you cite properly and to avoid the problem of plagiarism.

  • Citation of Sources
    This lists citation engines which help you create proper citations as well as providing information on different citation styles.
  • Tips on avoiding plagiarism
  • Turnitin
    Turnitin is a service that faculty and students use to detect and avoid plagiarism in their writing.
  • NoodleBib
    NoodleBib is an online resource that will help you format MLA and APA bibliographies, exporting them directly to your word processing program.

Researching Online

The following databases are all available through the Library. If you’re off campus, you’ll need your Dowling ID to access them.

Researching a Company or an Industry

  • Company Dossier from Lexis Nexis. This search will pull together an in-depth report on the company, including their financials and chief competitors.
  • Hoover’s will give you a history of the company, a list of their products and competitors, news and more.
  • Business Source Premier Use the right-hand menu to browse through market research reports, industry profiles, country reports and more. Many of these will have an international scope.
  • Standard & Poor’s Industry Surveys The print Surveys were discontinued as of July 2010. For the moment (through October 24, 2010) we have online access to the Surveys as well as company information through S&P’s NetAdvantage.
  • Business & Company Resource Center Includes content from the International Directory of Company Histories, Market Share Reporter, and Business Rankings Annual.
  • Sports Business Research Network If you’re doing anything sports related, take a look at this database. Use the middle column to pick a sport and get detailed research statistics on fan participation, consumers, imports and more.

Researching newspapers, journals, magazines


Use these links to search for articles in these specific magazines, journals and newspapers.

Web Sites

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