MKTG Subject Gateway
REFERENCE HF5412 .D33 2008
Articles, tutorials, and links for marketing, market research, advertising, sales, and more.
REFERENCE HF5415 .D366 2007
REFERENCE HF5415.3 .B323 2011
U.S. and international news, company information, and federal, state, and international legal materials.
U.S. and international news, company information, and market data. Create custom company reports.
Scholarship in psychology, including scholarly articles and dissertations.
Articles and other research in the field of sociology.
Information on 24 million U.S. companies, including contact information and financial data. Search by criteria such as geographical location, industry, revenue, number of employees, and more to create company lists and maps.
Strengths, Weaknesses, Opportunities and Threats as determined by MarketLine Analysts for larger public and private companies.
Search for your company name and the term SWOT.
Example: Chipotle AND SWOT
Key sources for company info, financials, and market share, as well as article and book search tips. From Shana Gass, TU Business librarian.
The newer system (c. 1997) of industrial codes, developed for U.S., Canadian, and Mexican industries.
Full NAICS code = 5-6 digits
The SIC system of classification for U.S. industries dates back to the 1930s. For government use, it was superseded by NAICS. However, many business sources are still arranged by SIC code!
A full SIC code is 4 digits.
Note: Some sources (e.g., Million Dollar Database) use proprietary “enhanced” (longer) SICs.
Go to Advanced Search to select Market Share Reporter & Business Rankings Annual.
Search by product, company, brand, industry code, and/or country.
Note: Tables in Market Share Reporter without geographic designation are U.S. figures.
Market shares, rankings, and other statistical tables.
Go to Advanced Search to limit by concept term (including Market Share and Market Size), geography, industry, etc.
Constantly updated site with market share charts and rankings. Particularly strong in e-business, mobile, and media industries.
A business research database with access to more than 5,000 industry and country reports across 80 countries, including demographic, macro-economic and marketing statistics; market size and forecasts; analysis of industries; and global trends predicted to influence markets.
First search for your industry by name (or, on the Advanced Search screen, by NAICS code).
On the left side of the screen: Under Refine Results > Source Types > select Show More. Select Industry Profiles, if available.
Statistics on U.S. industries, including number of establishments, revenue, and payroll. Organized by NAICS industry code.
Another entry point to recent U.S. Economic Census data is via American Factfinder 2:
- Recommended: choose Advanced Search > Show Me All.
- Select industries button and search by NAICS code, including geographical location if desired.
Profiles of American industries. Arranged by SIC code (but you can also search by NAICS).
Profiles of worldwide industries.
News and market research for the sporting goods and sports marketing industries.
Key sources and strategies for industry research. Article and book search tips.
Demographics from the U.S. Census Bureau at the local, state, and national levels. For a quick area profile, try the Quick Facts link.
Demographics and other statistics for 56 Baltimore City neighborhood areas.
Consumer lifestyles by U.S. zip code. Uses PRIZM NE segmentation system from Claritas, a Nielsen company.
Comparative demographics, time use, and attitudes across generations.
Cook Library also has additional books focusing on specific generations:
- Americans 55 & Older. RESERVES HQ1064 .U5A6
- Baby Boom. RESERVES HF5415.33 .U6 .R877
- Generation X. RESERVES HC110. C6M544
- Millennials. RESERVES HQ796 .M4797
RESERVES HC110 .C6 M58 2008
See the Guide to Secondary Data for additional sources of secondary data, especially for target markets.
REFERENCE HC110 .I5 R87
RESERVES HC110 .C6 H68
RESERVES HC110 .C6 R46
Also see The Multicultural Economy (CD-ROM available at PC at Reference Desk)
RESERVES HC79.C6 B45
Demographics and lifestyle information and mapping for U.S. counties and DMAs (Designated Metropolitan Areas).
Use Internet Explorer to access SRDS Local Market Audience Analyst. If using a version of IE above 9, go to IE > Tools > Compatibility View Settings > add Claritas.com to set compatibility for the site.
Advertising, marketing and media information from the preeminent trade journal in advertising. Go to Advertising Age Data Center for data on marketing, media and agencies, including data on digital marketing, newspapers, top advertisers, and more.
Cook Library also subscribes to Advertising Age in print and online through several of our databases.
Media rates for consumer print magazines and websites, newspapers, and out-of-home media such as billboards. Includes detailed ad rates, schedules, contact and circulation information, and links to media kits.
Overviews from recent ad campaigns from the likes of Dos Equis ("the most interesting man in the world"), Greenpeace ("a new warrior"), Skittles ("touch the rainbow") , and Sony ("long live play").
For classic campaigns, see the Encyclopedia of Major Marketing Campaigns, volumes. 1 and 2, at call number HF5837 .E53 in the Reference collection (main floor of Cook Library).
RESERVES HF5826.5 .M45
A reference guide listing media trends, rates, audience demographics and other information for TV, radio, out-of-home, print, promotion, and interactive media.
RESERVES HF5415.3 .T55
Another useful guide for markets and media.
Look up ad firms as well as client companies. Ad spend information included.
Delve into the literature on your topic through citation searching with this multidisciplinary scholarly database. Journal analytics also available.
...to identify coverage of additional subscriptions in Marketing at Cook Library.