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Last Updated: Apr 25, 2017 URL: http://libraryguides.muhlenberg.edu/mktg Print Guide RSS Updates
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Contact:

Kelly Cannon
Outreach and Scholarly
Communication Librarian,
Humanities & Business
Subject Specialist

phone: 484-664-3602
email: kcannon@muhlenberg.edu

A.T.

Marketing Histories in Reference Books

  • Advertising Age Encyclopedia of Advertising
    (Call # 659.103 A244a (B level), or ON RESERVE for BUS 239 at Trexler Library front desk.)
    Hundreds of major advertising campaigns.
    Index A-J. Index J-Z.
  • Encyclopedia of Consumer Brands
    (Call # 658.8343 E56o (B level), or ON RESERVE for BUS 239 at Trexler Library front desk.)
    History of major name brands worldwide and their associated campaigns.
    Index. List by industry.
  • Encyclopedia of Global Brands
    Contains 270 entries, written in case-study style, that highlight interesting details including how a product originated and was first marketed, how it developed commercially and how it fares today compared with its competitors and its own past history. Included are anecdotes pertaining to the famous, or infamous, marketing strategies and advertising campaigns that managed to capture the sometimes jaded viewers' attention
  • Encyclopedia of Major Marketing Campaigns
    (Call # 659.1 E56o (B level), or ON RESERVE for BUS 239 at Trexler Library front desk.)
    History of major name brands worldwide and their associated campaigns.
    Index vol. 1 and vol. 2.
  • Encyclopedia of Major Marketing Campaigns vol. 2
    History of major name brands worldwide and their associated campaigns.
  • Encyclopedia of Major Marketing Strategies
    Available online. This volume is a continuation of the Encyclopedia of Major Marketing Campaigns.

News of Recent Marketing Ventures

  • Business Source Complete
    Available through library subscription. An "aggregator database" containing the full text of trade journals and other business periodicals. Known for its subject indexing. Strong on information about both industries and companies.
  • Wall Street Journal
    Available by library subscription. The "paper of record" of the business world. Proquest version contains full text archive 1984-today. No charts or graphs

Identifying the Parent Company

Company Histories

Market Share

Company Data

  • MarketLine Company Profiles via Business Source Complete
    Available through library subscription. 30-50 page reports describing 10,000 public and private companies worldwide, with a history of the company plus SWOT analysis. Information is based on primary research with industry panels and consumers. MarketLine gathers information on market segmentation, market growth and pricing, competitors and products, then interprets this data in company profiles. To access, go into Business Source Complete and then search on a company name and add Marketline in the publication limiter.
  • Google Finance
    Search on name of company or ticker than click on financials.
  • LexisNexis Academic
    Available through library subscription. An alternative to ValueLine for finding authoritative investor information about companies.
  • Reuters
    Search for a publicly-traded company by ticker or company name, then click on "financials" to see both company and industry ratios.
  • ValueLine
    Provides information on U.S. companies that sell stock. Information includes graphs, charts, ratings, and peer group analysis.

Consumer Information

  • Passport Reference
    Passport Reference, published by Euromonitor, provides comparable international business intelligence on countries, consumers and industries. It offers access to more than 1 million country, market and lifestyle statistics; 4,500 market research reports (global reports, country reports, industry reports, company reports and lifestyle reports); 205 country profiles: company market share and brand share rankings; 35,000 business information sources.
  • Simmons National Consumer Survey (Oneview)
    Consumer segmentation for the continental U.S., adults. Password required for use. Contact kcannon@muhlenberg.edu.

Citing Sources

  • Trexler Library Citation Guides
    Brief, easy-to-use guides to the 3 most used citation styles: APA, Chicago (Turabian), MLA.
  • Zotero
    Free citation tool. Does the citing for you! Loved by librarians, professors, and students alike.
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