Marketing

1. Library Catalog - Find Books, Media and Pamphlets

PCC's library catalog is a database of books, media, pamphlets and course reserves located in the library's collection. To find resources in the library by subject, you will need a call number which is based on the Dewey Decimal Classification System and leads you to the specific item on the shelf. To find the call number, use the library catalog.

Basic Search

Use the Basic Search to look for an item using its exact subject heading, title or author's name (last, first).

To find information about a person, use Basic Search by subject.
To find information on a topic, use Basic Search by subject.

To search by subject, select 'Subject Search', then type in the subject heading.

Examples of subject headings:

  • Advertising
  • Advertising campaigns
  • Marketing
  • Marketing - Management
  • Market segmentation
  • Retail trade
  • Selling

Check related subjects too:

  • Advertising - Psychological aspects
  • Advertising - Social aspects
  • Green marketing
  • Merchandising
  • New products
  • Product life cycle

To search by title, select 'Title Search', then type in the first few words of the title. Skip the first word of the title if it is an article, e.g. 'a', 'an' or 'the'.

To search by author, select 'Author Search', then type in the author's last name, then first name, e.g. 'Hemingway, Ernest'.

Advanced Search

If Basic Search is unsuccessful use Advanced Search to combine topics.

Examples of combined searches:

Search for: advertising [all of these], Search in: [Keyword Anywhere]
AND
Search for: cigarettes [all of these], Search in: [Keyword Anywhere]

Search for: Marketing [all of these], Search in: [Keyword Anywhere]
AND
Search for: youth children teenagers [any of these], Search in: [Keyword Anywhere]

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2. Reference Books

Basically, there are two kinds of reference books: general resources, which are broad in scope and deal with all fields; and specialized resources, which deal with specific disciplines such as marketing. The titles cited below are only a representative sample of many specialized reference books that are available in the library.

Dictionaries

  • Understanding American Business Jargon: a Dictionary  REF 650.3 F 1
  • Dictionary of Marketing Terms  REF 658.803 D 1

Encyclopedias

  • The Advertising Age Encyclopedia of Advertising    REF 659.103 A 1
  • Encyclopedia of Major Marketing Campaigns   REF 659.1 E 1
  • Encyclopedia of Consumer Brands    REF 658.834 E 1

 

Other Reference Material

  • All American Ads (6 vols., each covering a specific decade eg. 80s)  REF 659.103 A 2
  • New York Public Library Business Desk Reference   REF 651 N 1
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3. Databases and Indexes - Find Articles

  • Use Proquest Direct, a database of periodical articles, to find articles about marketing. As with the catalog, search under a variety of terms. Use Proquest also for access to the LA Times, USA Today and New York Times.
  • Use SIRS Knowledge Source , Articles about Arts and Humanities, articles from popular magazines, newspapers and U.S. government publications.
  • Use Opposing Viewpoints to locate articles about social issues. Includes opinion articles, topic overviews, statistics, primary documents, and full-text periodical articles from magazines and newspapers.
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5. Resources on the World Wide Web

Finding reliable information on the web can be difficult.
Use the Librarians' Internet Index www.lii.org (Advertising & Marketing section)or see recommended websites below.

KnowThis.com: Knowledge Source for Marketing
 http://www.knowthis.com/
Marget Segmentation: a Guide to Sources of Information

http://www.loc.gov/rr/business/marketing/

Marketing Power: American Marketing Association
http://www.marketingpower.com/Pages/default.aspx


Marketing Research Association http://www.mra-net.org/

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last updated: 12/04/2008 by P. Johnson revision #2