Library Resources for Developing Marketing Proposals
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Library Resources for Developing Marketing Proposals

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Library Resources for Developing Marketing Proposals Library Resources for Developing Marketing Proposals Presentation Transcript

  • Library Resources for Developing Marketing Proposals
    • Marketing 205
    • Spring 2007
    5 February 2007 [email_address] Beatrice Pulliam AIM: rhodylibrarian bookmark: www.providence.edu/library/course_related/mkt_205/mkt205.ppt
  • types of resources
    • background info and company description
    • business and industry analysis
    • target and media market data
    • marketing in rhode island
    5 February 2007 Marketing 205
  • background info and company description
    • lexis-nexis academic
      • contains company information for over 15,000 major public and private companies
        • find lexis-nexis (from the library’s home page): click on research resources/pc databases a-z. use the company search on the home page. limit the date to “previous year” to see the full range of company info.
        • tip: click on the Hoovers In-Depth record to view product and competitor info for your company...
        • tip: click on “Business” then “Industry & Market” to search for business news by industry.
    5 February 2007 Marketing 205
  • background info and company description
    • google your company’s website. look for links to “company info” or “investor relations” pages.
    • book of lists (for companies in RI)
      • find it in reference area on 1st floor of library: REF HD9729.R5 2006
      • weekly business magazine published by P rovidence B usiness N ews
      • prints lists of top private and public companies, fastest growing companies and more!product and competitor info...
      • last 6 months of PBN in journals collection on 1st floor of library
    5 February 2007 Marketing 205
  • business and industry analysis
    • mergent online
      • find mergent (from the library’s home page): click on research resources/pc databases a-z. click on “enter mergent online” to begin searching.
      • what’s inside:
        • company details
        • access to 10K reports (includes some situation analysis)
        • industry and competitor reports
        • competitor reports
        • comparison report builder
    5 February 2007 Marketing 205
  • business and industry analysis
    • standard and poor’s industry surveys
        • find last 3 years in reference area on 1st floor of library: REF HC106.6 S74
        • provides general industry reviews
    • more situation/swot analyses (strengths, weaknesses, opportunities and threats)
        • limited time only: try business source complete dbase through 2/28/07 !
        • look to news articles for current analysis
        • library subscribes to both providence journal and wall street journal (find from library home page: click “research resources” then “pc databases a-z”
    5 February 2007 Marketing 205
  • target and media market data
    • good market research is based on reliable and current statistical data. some key marketing guides:
      • govt: American Factfinders ( http://factfinder.census.gov/home/saff/main.html?_lang=en ) uses data from 2000 census. for the annual community surveys , select a state from the menu to get started.
      • commercial guides:
          • Demographics USA - details demographics by zip code and county ( find it in reference area on 1st floor of library: REF HF5415.1 D46 2005)
    5 February 2007 Marketing 205
  • target and media market data
    • standard directory of advertisers (the “ advertising red books ”) a 3 volume set ( find it in reference area on 1st floor of library: REF HF5805.S714 2006 ) lists names of products, distribution media and budgets for most companies advertising nationally. distribution media are given code numbers. an explanation of codes is at the bottom of each page. for limited time only: try the online version of lexisnexis red books dbase through 2/28/07 .
    • standard rate and data services to support your advertising campaign:
      • SRDS consumer magazine advertising REF HF5905/S725 [ limited access to the online version. 1 user on campus. see librarian. ]
      • lifestyle market analysis REF HF5415/33/U6/L54 2006 . examines consumer behavior patterns.
      • abi/inform global database find (from the library’s home page): a key business research database. click on research resources/pc databases a-z. automatic smart searching: enter a word and database will suggest related subjects and recommended journals.
      • also see abi/inform trade and industry database for articles and discussion on your product or service as written in trade magazines.
    5 February 2007 Marketing 205
  • marketing in rhode island
    • rhode island department of economic development corporation (RIEDC) . go to www.riedc.com /riedc/ri_databank
    • very well organized website and resource for data on the rhode island economy and current development projects. click on “business data” to get started!
  • how to access “ business source complete and online version of the “ red books ” :
    • (from library home page..)
      • scroll down to bottom of page
      • click on helin trial databases link
      • look for business source complete (business searching interface) or redbooks (lexisnexis) link on list to get started.
    • remember: these two trials are only available through 2/28/07 so start early. 