MKTG Subject Gateway

arrow pointing rightBackground Information & Definitions Knowledge Source for Marketing more information

Articles, tutorials, and links for marketing, market research, advertising, sales, and more.

Handbook of Marketing Scales more information

REFERENCE HF5415.3 .B323 2011

arrow pointing rightArticles
Business Source Premier (EBSCO) more information
Articles from newspapers, trade publications, magazines, and scholarly journals on all aspects of business. Also covers economics. Features SWOT Analyses and industry profiles from MarketLine; country reports.
LexisNexis Academic more information

U.S. and international news, company information, and federal, state, and international legal materials.

Factiva more information

U.S. and international news, company information, and market data. Create custom company reports.

arrow pointing rightArticles, Part 2
PsycINFO (EBSCO) more information

Scholarship in psychology, including scholarly articles and dissertations.

SocINDEX with Full Text (EBSCO) more information

Articles and other research in the field of sociology.

arrow pointing rightCompanies & Competitors
LexisNexis Academic: Company Profiles (including Hoover's) more information
TIP: Click Advanced Options below search box and select HOOVER'S as a source + click Apply before searching to get a great company overview from Hoover's.
ReferenceUSA more information

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.

Business Source Premier: SWOT Analyses more information

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.
ExampleChipotle AND SWOT

Cook Library Guide to Company Research more information

Key sources for company info, financials, and market share, as well as article and book search tips. From Shana Gass, TU Business librarian.

arrow pointing rightIndustry Codes: Tools for Industry Research
NAICS: North American Industry Classification System more information

The newer system (c. 1997) of industrial codes, developed for U.S., Canadian, and Mexican industries.

Full NAICS code = 5-6 digits

SIC: Standard Industrial Classification more information

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.
: Some sources (e.g., Million Dollar Database) use proprietary “enhanced” (longer) SICs.

arrow pointing rightIndustries & Markets
Market Share Reporter & Business Rankings Annual (via Gale Directory Library) more information

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.

RDS Business Suite: TableBase more information

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.

Marketing Charts more information

Constantly updated site with market share charts and rankings. Particularly strong in e-business, mobile, and media industries.

Research Monitor more information

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.

Business Source Premier: Industry Profiles more information

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.

U.S. Economic Census more information

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 SearchShow Me All.
  • Select industries button and search by NAICS code, including geographical location if desired.
Encyclopedia of American Industries more information

Profiles of American industries. Arranged by SIC code (but you can also search by NAICS).

Encyclopedia of Global Industries more information

Profiles of worldwide industries.

SBRnet / Sports Business Research Network more information

News and market research for the sporting goods and sports marketing industries.

Cook Library Guide to Industry Research more information

Key sources and strategies for industry research. Article and book search tips.

arrow pointing rightTarget Markets: Demographics & Lifestyle/Psychographics
American Factfinder (U.S. Census Bureau) more information

Demographics from the U.S. Census Bureau at the local, state, and national levels. For a quick area profile, try the Quick Facts link.

Baltimore Neighborhood Indicators Alliance more information

Demographics and other statistics for 56 Baltimore City neighborhood areas.

Nielsen: My Best Segments (formerly Claritas): Zip Code Lookup more information

Consumer lifestyles by U.S. zip code. Uses PRIZM NE segmentation system from Claritas, a Nielsen company.

American Generations: Who They Are and How They Live more information

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
American Attitudes more information

RESERVES HC110 .C6 M58 2008

Cook Library Guide: Secondary Data for Marketing more information

See the Guide to Secondary Data for additional sources of secondary data, especially for target markets.

arrow pointing rightTarget Markets 2: Income, Buying Power, and Spending
Report on the Buying Power of Black America more information


Also see The Multicultural Economy (CD-ROM available at PC at Reference Desk)

arrow pointing rightTarget Markets 3: Market Research
Mediamark Reporter (MRI+) more information

Demographics and media habits of product users. From a national sample of U.S. customers.

First-time users: Be sure to register using your Towson email account.

For more information, consult the tutorial and quick reference guide.

SRDS Local Market Audience Analyst more information

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 to set compatibility for the site.

arrow pointing rightAdvertising & Promotion
Advertising Age (Ad Age) more information

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.

SRDS: Consumer Media, Newspaper, and Out-of-Home Advertising Source more information

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.

Encyclopedia of Major Marketing Strategies more information

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).

Marketer's Guide to Media more information

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.

Thumbnail Media Planner more information

RESERVES HF5415.3 .T55

Another useful guide for markets and media.

Red Books more information

Look up ad firms as well as client companies. Ad spend information included.

arrow pointing rightCitation Searching & Publishing
Scopus more information

Delve into the literature on your topic through citation searching with this multidisciplinary scholarly database. Journal analytics also available.

arrow pointing rightSelected Journals

MKTG Subject Gateway / Albert S. Cook Library
Last revised: January 09, 2015