Library Resources for Developing Marketing Proposals

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Library Resources for Developing Marketing
Proposals

• Marketing 205
• Fall 2006

bookmark www.providence.edu/course_related/mkt_20
5
Beatrice Pulliam
bpulliam_at_providence.edu
29 September 2006
AIM rhodylibrarian
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types of resources

• background info and company description
• business and industry analysis
• target and media market data
• marketing in rhode island

29 September 2006
Marketing 205
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background info and company description

• lexis-nexis academic
• contains company information for over 15,000
  major public and private companies
• find lexis-nexis (from the librarys home page)
  click on research resources/pc databases a-z. use
  the company search on the home page. limit the
  date to previous year to see the full range of
  company info.
• tip click on the Hoovers In-Depth record to view
  product and competitor info for your company...
• tip click on Business then Industry
  Market to search for business news by industry.

29 September 2006
Marketing 205
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background info and company description

• google your companys website. look for links to
  company info or investor relations pages.
• book of lists (for companies in RI)
• find it in reference area on 1st floor of
  library REF HD9729.R5 2006
• weekly business magazine published by Providence
  Business News
• prints lists of top private and public companies,
  fastest growing companies and more!product and
  competitor info...
• last 6 months of PBN in periodical collection on
  1st floor of library

29 September 2006
Marketing 205
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business and industry analysis

• mergent online
• find mergent (from the librarys home page)
  click on research resources/pc databases a-z.
  click on enter mergent online to begin
  searching.
• whats inside
• company details
• access to 10K reports (includes some situation
  analysis)
• industry and competitor reports
• competitor reports
• comparison report builder

29 September 2006
Marketing 205
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business and industry analysis

• standard and poors industry surveys
• find last 3 years in reference area on 1st floor
  of library REF HC106.6 S74
• provides general industry reviews
• more situation/swot analyses (strengths,
  weaknesses, opportunities and threats)
• look to news articles for current analysis
• library subscribes to both providence journal and
  wall street journal (find from library home page
  click research resources then pc databases a-z

29 September 2006
Marketing 205
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target and media market data

• good market research is based on reliable and
  current statistical data. some key marketing
  guides
• govt American Factfinders (http//factfinder.cen
  sus.gov/home/saff/main.html?_langen) uses data
  from 2000 census. for the annual community
  surveys, select a state from the menu to get
  started.
• commercial guides
• Demographics USA - details demographics by zip
  code and county (find it in reference area on 1st
  floor of library REF HF5415.1 D46 2005)

29 September 2006
Marketing 205
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target and media market data

• standard directory of advertisers (the
  advertising red books) a 3 volume set (find it
  in reference area on 1st floor of library REF
  HF5805.S714 2006) lists names of products,
  distribution media and budgets for most companies
  advertising nationally. distribution media are
  given code numbers. an explanation of codes is at
  the bottom of each page.
• standard rate and data services to support your
  advertising campaign
• SRDS consumer magazine advertising REF
  HF5905/S725 limited access to the online
  version. 1 user on campus. see librarian.
• lifestyle market analysis REF HF5415/33/U6/L54
  2006. examines consumer behavior patterns.
• abi/inform global database find (from the
  librarys home page) a key business research
  database. click on research resources/pc
  databases a-z. automatic smart searching enter a
  word and database will suggest related subjects
  and recommended journals.
• also see abi/inform trade and industry database
  for articles and discussion on your product or
  service as written in trade magazines.

29 September 2006
Marketing 205
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marketing in rhode island

• rhode island department of economic development
  corporation (RIEDC). go to www.riedc.com/riedc/ri_
  databank
• very well organized website and resource for data
  on the rhode island economy and current
  development projects. click on business data to
  get started!