Department of Marketing
Departmental Research Guide

This research guide relays some basic information on library and information resources pertaining to the concerns of this department, as provided by University Libraries and/or sites on the World Wide Web.

1. To Shelf-Browse for Books (using main Library of Congress Subject Divisions)

Books on subjects associated with this field are shelved under the call number ranges listed below. Use TOPCAT to search for specific items in the collection, or more narrowly-defined subjects.

Marketing: HF5410- HF5417.5 ------- Export Marketing, HF1416- HF1416.6 ------- Marketing-Management, HF5415.13 ------- Marketing Research, HF5415.2 ------- Consumer Behavior, HF5415.32- HF5415.33 ------- Purchasing, HF5437 ------- Selling, HF5438- HF5439

2. To Find Journal and Magazine Articles (using indexing/abstracting/full-text services)

• TD Net Electronic Journal Finder- Accesses electronic journals, magazines, and newspapers at WKU and their TOC which are updated weekly. Individualized current awareness alerts for journal titles and keywords.
• TOPCAT-Online catalog for print and microform books, journals at WKU.

The following services are recommended for courses for first-year students and non-majors:

• ABI/INFORM Global (ProQuest)- Index with abstracts of over 550,000 articles in nearly 1500 global business periodicals; 700 full text titles with coverage back to 1991/92 and indexing back to 1971.
• Business Source Premier (EBSCOhost) KYVL- Index with full text for more than 2300 global business journals, including full text for more than 1100 peer-reviewed titles.
• ProQuest Computing KYVL- Information on computer software, hardware, e-commerce, Web site development, systems design, technology including product reviews.
• Wall Street Journal (Full-text in ABI/INFORM)- Wall Street journal articles, Eastern edition, 1984-Current. Subject/date/other indexing.

The following services are recommended for use by advanced students and researchers:

• Mediamark Reporter--Mediamark Research Inc.'s application for consumer research. Information link between key magazine planning resources and publishing.  Consumer demographics for products, media.  Available on and off campus by individual registration.
• PsycINFO 1887-Present (EBSCOhost) KYVL- American Psychological Association’s index/abstracting database for over 1,000,000 articles in 1500 global journals, as well as dissertations, books.
• STAT-USA/Internet (U.S. Department of Commerce)- Access to Federal Government’s information on U.S. economy, trade, international market research, country analysis, including National Trade Data Bank.
• U.S. Census Bureau- Links to 2000 Census demographic and economic statistics, including population and housing, statistics on agriculture, service industries, and manufacturing; maps; special topics such as Statistical Abstract.
• Worldscope (See LexisNexis Academic Business Company Profiles)- Financial profiles of over 28,000 active and inactive companies in 54 countries; selection of companies by multiple features.

3. Monographic Reference Works in Helm Library

• Advertising Red Boos: Agencies/Advertiser: Geographic/Advertiser: Business Classifications (LexisNexis)- Directory of global advertising agencies/branch offices; over 16,300 advertisers indexed by geographical location and by business categories. Helm Library Reference Room Business Alcove Ref HF805.57X
• Brands and Their Companies- Alphabetical listing of over 390,000 consumer brands section, over 120,000 companies section. Helm Library Reference Room Business Alcove Ref T233.V4 A25
• Market Share Reporter- Annual summary of reported market share data on companies products, and services. Helm Library Reference Room Business Alcove Ref HF 5415.2M13x
• Other marketing sources are available in Reference, mainly in the HF 5410- HF 5417.5 part of the collection.

4. Department of Marketing Faculty

Marketing Faculty:  http://www.wku.edu/Dept/Academic/gfcb/marketing/facu.html

5. Related Professional Societies (for professional news, careers/jobs, memberships, etc.)

• American Academy of Advertising http://advertising.utexas.edu
• American Association of Advertising Agencies (AAAA) http://www.aaaa.org/
• American Marketing Association (AMA) http://www.marketingpower.com/
• Association for the Advancement of Relationship Marketing (AARM) http://www.aarm.org
• Direct Marketing Association http://www.the-dma.org
• Marketing Research Association http://www.mra-net.org
• National Association of Sales Professionals http://www.nasp.com
• Sales and Marketing Executives International (SMEI) http://www.smei.org

6. Web Sites Recommended by Marketing Faculty

• Advertising World [advertising resources gateway] http://advertising.utexas.edu/world/
• MarketResearch.com [research film-originated marketing reports] http://www.marketresearch.com/
• Bplans.com [for creating business plans] http://www.bplans.com
• Consumer World http://www.consumerworld.com
• ISBM (Institute for the Study of Business Markets, Penn State U.) http://www.smeal.psu.edu/isbm/index.html
• Know This...Marketing Virtual Library http://www.knowthis.com/
• Marketing Department, The Wharton School (University of Pennsylvania) http://hops.wharton.upenn.edu/
• Marketing Science Institute http://www.msi.org
• Marketing Search Engine http://www.infospace.com
• Marketing: U.S. and International (Louisiana State U. Library) http://www.lib.lsu.edu/bus/marketin.html
• MarketingVOX News http://www.marketingwonk.com/
• PostmasterDirect [useful for creating, executing, & analyzing marketing research surveys] http://www.postmasternetwork.net/
• Palo Alto Software [for creating business plans] http://www.paloaltosoftware.com
• Vanderbilt University Sloan Center for Internet Retailing http://elab.vanderbilt.edu/
• "Where E-Business is Everybody's Business" http://www.bigstep.com/

University Libraries Liason: Gay Helen Perkins (x6176 / gay.perkins@wku.edu) Last updated 4/12/2008
page maintained by Charles H. Smith