MARKETING INFORMATION

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Guide to Finding
Marketing and Advertising Information

Note: Locations of items are in italics. Locations may be call numbers for print items in the Mundt Library, workstations in the library, online databases, or may be addresses on the World Wide Web (Internet).

Getting Started: General Information

GUIDES: IN THE MUNDT LIBRARY

To find information about marketing and/or advertising in the Mundt Library, do a search in the online Library Catalog on "marketing" (for example: MARKET#) or on "advertising" (for example: ADVERTIS#). To get to the Library Catalog, link to the SD Library Network and follow instructions and search tips. Examples:

International business information: how to find it, how to use it, 2nd ed.: Ruth A Pagell & Michael Halperin. Phoenix, AZ: Oryx Press, 1998.; Reference -- HF54.5 .P33 1998

Marketing information: a professional reference guide.: Atlanta, GA: Georgia State University Business Press, 1995.; Reference -- HF5415.124 .M37 1995

Successful Marketing Research : The Complete Guide To Getting And Using Essential Information About Your Customers & Competitors.: Edward Hester. New York : Wiley, 1995.; Main Collection HF5415.2 .H48 1995

GUIDES: ON THE INTERNET

Finance Resources on the Web.: James Janke. College of Business and Information Systems, DSU; http://www.courses.dsu.edu/finance/www/resource.htm; Provides access to numerous financial resources organized by type or subject area.

globalEDGE: International Business Resources Desk
Maintained by Michigan State University Center for International Business Education & Research.
http://ciber.bus.msu.edu/busres.htm

Industry, Product, and Company Analysis

FIND AN NAICS CODE OR AN SIC CODE AND ITS DESCRIPTION

North American Industry Classification System: United States, 1997.: Washington, DC: Office of Management & Budget, 1998.; in print: Reference -- HF 1042 .N6 1997; on the Internet: http://www.census.gov/epcd/www/naics.html; Use this source to find out the NAICS code(s) for the product/industry in which you are interested by clicking on the button labeled "NAICS Search." Industry classification was devised by the Federal government to aid in the collection and presentation of statistical data on the wide array of industries, and the Federal government arranges census statistics by the classification scheme. Furthermore, many publishers have adopted the federal industrial codes as a method for arranging company and industry directories, guides, and indexes. The NAICS will replace the Standard Industrial Classification (SIC) which has been used for many years in the U.S. In the NAICS 6-digit codes, the first five digits are standardized for Canada, Mexico and the United States. The sixth digit may differ to accommodate the needs of individual countries. The web site lets you translate an SIC code to an NAICS code and vice versa by clicking on the button labeled "NAICS to SIC SIC to NAICS."
The print version lists the North American Industry Classification System (NAICS) codes and provides descriptions of each product category. Use the index near the end of the manual to speed your search for codes.

Standard Industrial Classification (SIC).: Washington, DC: Office of Management & Budget, 1987.
in print: Reference -- HF 1042 .S73 1987
on the Internet: Standard Industrial Classification Search (http://www.osha.gov/oshstats/sicser.html)
The NAICS will replace the Standard Industrial Classification (SIC) which has been used for many years in the U.S. The SIC was devised by the Federal government to aid in the collection and presentation of statistical data on the wide array of industries. Manufacturing and non-manufacturing industries are classified by means of a 4-digit classification and the Federal government arranges census statistics by this scheme. Furthermore, many publishers have adopted the SIC codes as a method for arranging company and industry directories, guides, and indexes.

USE DIRECTORIES
TO FIND OUT ABOUT COMPANIES & PRODUCTS
[Company directories provide such information as addresses, phone numbers, chief officers' names, SIC & NAICS codes, major products. Identify competitors by searching a company directory by SIC or NAICS code.
Product directories and industry directories are also included below.]

Directory of Corporate Affiliations. 4 volumes.: Reference -- HG4057 .A217; Lists US parent companies and their US and foreign divisions, subsidiaries, affiliates, joint ventures; can work from the parent to the subsidiary and vice versa; can also locate companies in a given area or line of business.

Franchise Annual.: Reference -- HF5429.3 .F69; and partially on the Internet --Franchise Annual On-line -- http://vaxxine.com/franchise
Information on franchises.; Use to make comparisons. "Each listing contains the corporate address, with a contact person and phone/fax numbers, a brief description of the business, the year established and the year franchising was initiated, the number of units company owned and franchised, the franchise fee, the royalty costs, the total investment requirements, and financing options."

Hoover's Online http://www.hoovers.com/ Search for a company or click on the link to "Hoover's Directory"

Principal international businesses.: Reference -- HF54 .U5 P74; This is a directory of international business enterprises. Arranged by geography, SIC code, and alphabetically.

South Dakota manufacturers and processors directory.: Pierre, SD: Department of State Development, current edition.; Reference -- HC107 .S8 D5; For each company, gives address, telephone number, SIC codes, products, and officers and executives. Arranged by SIC, by company name, and by town. Indexed by product.

South Dakota business directory.: Omaha: American Directory Publishing Co., annual.; Reference -- HF 5065 .S8 D34; Gives address and telephone number. Arranged by SIC and by company name.

Sports market place.: Reference HD9992.U5 S667; Directory of sporting goods and the sporting goods industry.

Standard and Poor's corporation records. 6 volumes.: New York: Standard & Poor's, annual (with regular supplements).; Reference -- HG4501 .S7664; Provides financial as well as background information on major public companies located in the US. Use the yellow index in each volume to find the company. If you don't find it, try the blue indexes in case it is not a parent company.

Standard and Poor's register of corporations, directors, and executives.: 3 volumes. New York: Standard & Poor's, annual.; Reference -- HG4057 .A4; Provides background information on major public and some private companies located in the US and on company officers and executives.

SuperPages: http://www.superpages.com/; Use this yellow pages directory to find out what competitors exist in a given geographic region -- for example, all the retail bakeries in Mitchell, SD. Or just use it to find a company�s address or phone number.

Thomas register of American manufacturers and Thomas register catalog file. 33 volumes. New York: Thomas Publishing Co., annual.: Reference -- T12 .T6; and on the Internet -- http://www.thomasregister.com/; Provides addresses for manufacturers of thousands of products.; The print set consists of three parts: Products and Services, Company Profiles (with trademark index), and Catalog File. In the online version, search by company, product or brand name for manufacturers of industrial products and services.

QwestDex
            http://www.dexonline.com/
             Use this yellow pages directory to find out what competitors exist in a given geographic region -- for
             example, all the retail bakeries in Mitchell, SD or in a certain zip code. Or just use it to find a company�s
             address or phone number.

USE ANNUAL REPORTS
TO FIND OUT ABOUT COMPANIES
[Annual reports provide in-depth information about the company history, products, plans and finances and are an excellent starting point for research on public companies]

Annual Reports files.: In file cabinets on the first floor of the Mundt Library.; This is a collection of the published annual reports filed in alphabetical order by the name of the company.

EDGAR Database of Corporate Information: http://www.sec.gov/; Provides access to the text of 10k�s and other documents required of public companies by the U.S. Securities and Exchange Commission. Click on "Edgar Database" in the menu on the left and, on the next screen, click on the link labeled "Search the Edgar Database"

USE SPECIALIZED ENCYCLOPEDIAS AND HANDBOOKS
TO FIND OUT ABOUT PRODUCTS, COMPANIES, AND INDUSTRIES

Encyclopedia of consumer brands: Volume 1 Consumable products.: Reference -- HF5415.3 .E527 1994; Covers brand choice, consumer�s preferences, brand name products (consumable, personal and durable)

USE INDEXES TO NEWSPAPERS, JOURNALS AND TRADE PUBLICATIONS
TO FIND ARTICLES ABOUT PRODUCTS, COMPANIES, AND INDUSTRIES


Business Source Premier: Database is online in EBSCOhost (link to EBSCOhost on the library homepage); Provides index to articles on business topics and the full-text of many of the articles. In Advanced Search, can limit to particular publication type (e.g. Industry Report) and can search by company name, NAICS number, DUNS number, Ticker symbol, etc. Find SWOT analyses by entering in the search box a company name with "swot", for example: barr and swot

Regional Business News.: Database is online in EBSCOhost (link to EBSCOhost on the library homepage); Provides comprehensive full text coverage for regional business publications. Regional Business News incorporates coverage of 75 business journals, newspapers and newswires from all metropolitan and rural areas within the United States. This database is updated on a daily basis.

Lexis-Nexis Business.
            LEXIS-NEXIS, a division of Reed Elsevier.
            Online in Lexis-Nexis -- Link to Lexis-Nexis from the library home page.
            The Business section of Lexis-Nexis provides business news, company financial data,
            company comparisons based on various criteria, SEC Filings, news from over 25 industries,
            Accounting Literature, & Business Reference.

INDUSTRY STUDIES
[Industry studies provide overviews or in-depth analyses of industries. Link to the Library Catalog from the Mundt Library home page to search for industry-specific books such as: "The Airline Industry" or "Computer Industry Almanac."]


U.S. Industry and Trade Outlook.: U.S. Dept. of Commerce, International Trade Administration, annual.; Reference HC101 .U54
new web-based edition will be available in future: http://www.ita.doc.gov/td/industry/otea/outlooknews.htm; This is an industry-by-industry overview of the U.S. economy. Formerly known as U.S. Industrial Outlook, the complete text of the 1994 Industrial Outlook is online, courtesy of the Libraries of The University of Missouri-St. Louis. Though the 1994 edition has been superseded by the 1998 Industry and Trade Outlook, the 1994 text may be useful for historical industry descriptions and data. It also gives an idea of the breadth and depth of coverage typical of the 1998 book. The 1998 Outlook is not currently available online.

INDUSTRY CONTACTS
[Use these sources to find trade organizations that publish resources or do research on industries -- for example, National Association of Manufacturers]

Encyclopedia of Associations. 4 volumes.: Detroit: Gale Research Co., annual.; Reference -- HS 17 .G334
A guide to over 23,000 organizations. Almost any industry or product group will have one or more associations that gather and disseminate information about it. For each association, this source gives address, telephone number, contact person, scope of activity, subgroups, publications and meetings.

Encyclopedia Of Business Information Sources.: Detroit: Gale Research Co., current edition.; Reference -- HF5353 .E9; Want to market macaroni? Look up "macaroni" (or the product in which you are interested) to discover its trade associations (for example, National Macaroni Institute or National Macaroni Manufacturers' Association) and other sources of information, including market reports.

Regional, State and Local Organizations.: Detroit: Gale Research Co., current edition; Reference -- AS22 .E53; This is the regional version of the Encyclopedia of Associations.

Washington information directory.: Washington, DC: Congressional Quarterly, annual.; Reference -- F192.5 .W33; Profiles both government and private organizations in Washington, DC, including addresses, telephone numbers, and so forth. Includes many industry groups who are able to provide information on industry trends, statistics, etc. Covers think-tanks as well.

SUMMARIES OF STATISTICAL DATA ON COMPANIES, PRODUCTS AND INDUSTRIES


DataMap 1990: index of published tables of statistical data.: Oryx Press, 1990.; Reference -- Z7552 .D37 1990.; A subject index to contents of over 13,000 tables of statistical data from 28 published sources. Some sources indexed include County and City Data Book, U.S. Industrial Outlook, and Statistical Abstract of the United States. The major subjects are modified by subdivisions to narrow the topic. References are given to the source and table where the information can be found.

Statistics Sources.: Detroit: Gale Research, 1994.; Reference -- Z7551 .S83 1994; A subject index to statistical sources, including some products.

STATISTICS ON BUSINESS & INDUSTRIES

Business Rankings Annual.: Reference -- HG4050 .B88; Provides Top 10 lists in hundreds of categories, arranged by subject (e.g. products or services). Gives source of the information, remarks, criteria, etc. For example, under the subject Hamburgers are these top ten lists: "Hamburger restaurants most popular with customers," "Hamburger chains with top U.S. system sales," and "Leading hamburger restaurants."

County business patterns, South Dakota.: U.S. Bureau of Census, annual.; in print in library: REFERENCE HD4976.A2 C68; on the Internet: Census Bureau home page... http://www.census.gov; Good for site location analysis.

Economic Censuses for South Dakota.
on the Internet -- Click on Economic Census on the U.S. Census Bureau home page-- http://www.census.gov
Or use "Economic Lookup Tools" -- http://www.census.gov/epcd/econ/www/lookups.html -- to find economic statistics
Or try the "Search" button on the Census Bureau homepage and search for the specific information you need.
[See also: SD Office of Economic Development -- http://www.state.sd.us/goed/ ]

For print copies in the Mundt Library, search the Library Catalog for: census and economic and south dakota
Or for the specific category of census such as: census and agriculture and south dakota
Some examples of economic censuses include:
Census of agriculture. Geographic area series.
Census of construction industries. Geographic area series.
Census of mineral industries. Geographic area series.
Census of retail trade. Geographic area series.
Census of wholesale trade. Geographic area series. South Dakota.
Census of service industriesCensus of manufactures
Census of transportation

Economic Censuses for United States.
on the Internet --Click on Economic Census on U.S. Census Bureau homepage -- http://www.census.gov/
Use "Economic Lookup Tools" -- http://www.census.gov/epcd/econ/www/lookups.html -- to find economic statistics or try the "Search" button on the Census Bureau homepage and search for the specific information you need.

For print copies in the Mundt Library, search the Library Catalog for: census and economic
Or for the specific category of census such as: census and agriculture

Examples of economic census titles include: Monthly Economic Indicators, Census of Agriculture, Census of Retail Trade, etc.

Market share reporter.: Reference HF5410 .M35; Presents market share data on over four thousand companies, and 2,500 products, facilities, and brands. Several entries are usually available under each industry.

Statistical Abstract of the United States.: U.S. Department of Commerce, annual.; Reference -- HA202 .U54
on the Internet, some of the data may be found..... http://www.census.gov/statab/www/; Excellent starting point when looking for U.S. social, political, and economic statistics. It is published by the U.S. government, but the statistics come from several different sources, private and public.

U.S. Bureau of the Census homepage.: http://www.census.gov/; Provides access to some of the statistics described in other census sources (above), including the economic censuses. Try using the "Search" button to find the statistics you need.

Target Markets: Demographic Information
and Consumer Behavior

"Demographic" refers to population characteristics such as age, race, sex, marital status, income, and so forth -- from which lifestyle assumptions may be derived. To find more information on demographics or consumer behavior, do a term search in the South Dakota Library Network�s online library catalog. For example, type DEMOGRAPH# or type CONSUMER BEHAVIOR or type CONSUMER#.

HOW TO GET AND USE DEMOGRAPHIC INFORMATION

American Demographics.: http://www.demographics.com/; The Web version of a key demographics journal. Contains full-text of articles and a searchable archive of past issues.
This journal's articles may also be found online in Proquest -- http://www.departments.dsu.edu/library/prodirec.html

Internet Crossroads in the Social Sciences http://dpls.dacc.wisc.edu/newcrossroads/index.asp: Data & Program Library Service, University of Wisconsin-Madison
Provides over 650 annotated links to data-related resources on the Internet.

The insider�s guide to demographic know-how: how to find, analyze, and use information about your customers, 3rd edition.: Ithaca, NY: American Demographics Press, 1993.
Reference -- HF5415.2 .I535 1993

Handbook of marketing scales : multi-item measures for marketing and consumer behavior research.: Newbury Park, CA: Sage Publications, 1993.
Main collection HF5415.3 .B323 1993

Office of Scale Research,: Marketing Department, Southern Illinois University-Carbondale. http://www.siu.edu/departments/coba/mktg/osr/; This site at Southern Illinois University-Carbondale provides technical reports dealing with scaling issues. Choose "Technical Reports" to see a list of the available reports, to read abstracts of the reports, and to request copies of specific reports.; Reports may compare the quality of scales to measure such constructs as role confict, attitude-toward-the-ad, etc. or may list or compare scales for a broad area such as consumer behavior.

Taking care of business : a guide to Census Bureau data for small businesses. Washington, D.C.: Bureau of the Census, 1993.: MAIN COLLECTION HF5035 .H38x 1993

Understanding the census : a guide for marketers, planners, grant writers, and other data users.: Michael R. Lavin. Phoenix, Ariz.: Oryx Press, 1996.; Reference Ha201 .L39

Worldwide Web Virtual Library: Demography and Population Studies http://demography.anu.edu.au/VirtualLibrary/ Contains numerous pointers to demographic and population studies and resources on the Internet.

State & County Quick Facts: http://quickfacts.census.gov/qfd/index.html; Provides access by state to an assortment of data.

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Last Updated 08/23/07