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MKT 490 - Multi-Cultural Marketing
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For
Help
Contact
liaison librarian Kim Bartosz
Go to AskUs!
for a live chat with a librarian, to send us your question
via email, or to call us at the Reference Desk.
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| Learning outcomes |
At the end of this session you will:
- know the process for researching a business plan or market analysis
- learn how to search the library catalog effectively by author and/or subject and learn how access books not in the library collection via NetLibray or through the Multi-Library search
- know where to find demographic data
- have a list of online indexes the UWP library subscribes to in the field of business
- know what to consult when citing in APA format
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| Background information |
These reference sources provide overviews that can help you explore and refine your topic. They may also suggest other useful materials for your research.
Dictionary of Marketing Communications (REF HF 5412 .G68 2004)
Dictionary of Race, Ethnicity and Culture (REF GN495.6 .D53 2003)
Encyclopedia of Major Marketing Campaigns
(v.1 REF HF5837 .E53 2000)
(v.2 REF HF5837 .E53 2007)
Multiculturalism in the United States: a Comparative Guide to Acculturation and Ethnicity (REF E194 .A1 M85 2005)
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| Finding books |
Books in this library : Use the Library Catalog to find books owned by this library. You can search either by subject heading or keywords. If searching for a play by a particular author, search the author as a Subject.
African American consumers
Asian Americans -- Ethnic identity
Direct marketing
Ethnic relations
Hispanic American consumers
Marketing
Marketing--Planning
Marketing research
Mass media
Minorities -- United States
Minority business enterprises
Multiculturalism
Target marketing
Alternatively, use one of the catalog's keyword search options. Then look at the subject headings used in the records you retrieve. Is there one that describes what you're looking for? If so, click on it to find other books on your topic.
Books in other libraries : The Library Catalog allows you to identify books owned by other University of Wisconsin libraries. Click on Multi-Library Search to look for items held by other libraries in the UW System.
Electronic books : The Library's collection of electronic book is accessed though netLibrary. It includes approximately 2,000 recently books published scholarly books, which can be accessed online. The full-text of these books is searchable.
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| Finding statistics |
The UWP library has a variety of statistical resources in the print collection and link to on the Electronic Reference Resources page (link found on library homepage under Library Collections). The Electronic Reference Resources page has a link for just statistical resources.
Consumer behavior
Consumer USA (REF HC101.C744 2008) profiles the "spending habits of the largest national consumer market." There are three sections, overlooking the economic, social and political trends, statistics outlining major marketing parameters, and statistics on over 320 consumer products covering the period up to 2006 and some forecasts. World Consumer Spending (REF HD79. C6 W67 2007/08) has international marketing data.
Who We Are series (keyword search "who we are")covers the size and characteristics of the country's growing minority
populations—Asians, Blacks, and Hispanics. Each volume contains chapters that examine their education, health, housing, income, labor force status, living arrangements, population, spending, time use, and wealth (except for Asians, for whom there are no data on wealth.)
Who We Are: Asians (REF E184 .A75 W 48 2007)
Who We Are: Blacks (REF E185.615 .W46 2007)
Who We Are: Hispanics (REF E184 .S75 W48 2007)
Who's Buying series (keyword search "who's buying", each volume has a separate call number)) combines data on demographics and consumer spending. Volumes cover age or race, or different products or services.
Demographics
American Fact Finder (Bureau of the Census) provides population, housing, economic, and geographical data from a variety of federal resources.
American Generations Series
Older Americans - A Changing Market (REF HQ1064.U5 O43 2006)
The Baby Boom - Americans Born 1946-1964 (REF HN60.R84 2006)
Generation X - Americans Born 1965-1976 (REF HF5415.33.U6 G462 2006)
The Millennials - Americans Born 1977-1994 (REF HQ796.M797 2006)
has the latest statistics on labor, living arrangements, income, health, spending, and wealth.
Also from the New Strategist
American Generations: Who They Are & How They Live (REF HC110 .C6 M58 2008)
American Men: Who They Are & How They Live (REF HQ1090.3 .A457 2006)
American Women: Who They Are & How They Live (REF HQ1421.A486 2006)
American Marketplace: Demographics and Spending Patterns (REF HF5415.33 .U6 A4 2007)
County and City Data Book (REF HA202 .S36) is the most comprehensive source of information about the individual
counties and cities in the United States. It includes data for all U.S.
states, counties, and cities with a population of 25,000 or more. It
contains additional data for places with a population of 100,000 or
more. Also included is a complete set of state maps showing all
counties, places of 25,000 or more population, and metropolitan areas.
Information in the County and City Data Book covers the following topical areas: age, agriculture, births, business establishments, climate, construction, crime, deaths, earnings, education, elections, employment, finance, government, health, households, housing, income, labor force, manufactures, population, poverty, race and Hispanic origin, social services, and water use.
Demographics USA County Edition (REF HC110 .C6 .S847).
Covers population and race/ethnicity, age/sex groups, household related data, Effective Buying Income, 12 merchandise line categories, consumer expenditure data, establishment and employment data, and occupation data.
State and Metropolitan Data Book (REF HA202 . S84) which it publishes periodically as a local area supplement to the Statistical Abstract of the United States. The SMADB summarizes statistics on the social and economic structure of the states, metropolitan areas, and micropolitan areas in the United States. It is designed to serve as a statistical reference and guide to other data publications and sources.
Ratios
Almanac of Business and Financial Ratios (REF HF5681.R25 T68 2005) has performance data derived from IRS figures from US and international companies tracking 50 operating and financial factors in 192 industries, providing a benchmark for evaluating an individual company's performance. Organized into 13 main industry groups, industries are based on NAISC classification.
RMA Annual State Studies (REF HF5681.B2 R62007/08) is "a source of detailed industry financial data for comparing businesses to industry in
Statistics
Polling the Nations is an online database of public opinion polls containing the full text of 350,000 questions and responses from 14,000 surveys conducted from 1986 through the present in the U.S. and 80 other countries. Coverage: 1986 - present.
Statistical Abstract of the United States (REF HA202.A38) As the National Data Book it contains a collection of statistics on social and economic conditions in the United States. Selected international data are also included. It is also available on the Web at http://www.census.gov/compendia/statab/
Statistical Resources on the Web - Finance and Banking from the University of Michigan (http://www.lib.umich.edu/govdocs/stecfin.html)
Stat USA A service of the U.S. Department of Commerce. State of the Nation provides current and historical economic and financial releases and economic data. Globus Business Opportunities provides current and historical trade-related releases, international market research, trade opportunities and country anaylsis TheNational Trade Data Bank provides access to country commercial guides, market research reports and U.S. import and export statistics.
While it is not a statistical collection, our Reference USA subscription gives you access to two databases: U.S. Businesses contains verified, accurate data on 14 million U.S. businesses and is updated monthly. You can conduct quick searches by business name or create customized advanced searches, selecting criteria such as Executive title, Business type, Sales volume, Employee size,Year established.Employers USA contains every U.S. employer, large or small. Use it to find the company you want to work for based on location, type of business and educational background or to search for the number of businesses by type and location. Back
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| Locating articles |
Step 1: Use an index to find citations to journal articles on your topic. The periodical indexes listed below will help you find citations to journal articles and other publications in marketing. You may search for articles by subject headings, keywords, or by author. Note that most indexes do NOT include the full-text of articles. Therefore, you'll need to go on to step 2, below, once you have selected some citations.
ABI Inform Global Indexes and abstracts over 1300 scholarly, trade and popular business journals. Full text articles are available for over 600 journals titles. Coverage: 1971 to present. The Wall Street Journal is available back to 1984.
ABI Inform Trade and Industry Indexes and abstracts over 700 trade journals covering avery major industry, including finance, insurance, transportation, construction, etc. Coverage varies.
Academic
Search Premier (Ebsco)
Coverage of more than 4,600 journals in general
academic, business, social sciences, humanities,
general science, education and multicultural
fields. There is full text for over 1,000 journals. (To find articles from Ad Age's American Demographics, first search by publication - Ad Age, and then search "american demographics" within that publication)
Academic
Universe (Lexis Nexis) Full text coverage
of 6000 English language sources, including newsletters,
magazines, trade journals, wire services, broadcast
transcripts (AP, New York Times, CNN), international
news sources, business directories, SEC documents,
corporate profiles, statutes, federal and state
case law, law reviews and state legal materials.
Coverage varies.
Business Full Text 3000 international English-language business magazines covering accounting, finance, management and small business. Coverage: 1982-present; updated monthly.
Business Source Elite Provides fulltext for nearly 930 journals covering business, management, economics, finance. Coverage: 1990 - present.
Emerald Full Text Emerald - the Electronic Management Research Library Database - by MCB Press provides access to over 130 journals. Respected journals such as the European Journal of Marketing, International Journal of Operations & Production Management, Personnel Review, The TQM Magazine and Library Management, are included. Coverage: 1989 - present.
Ethnic News Watch
Full text articles from newspapers, magazines and journals of the ethnic, minority and native press.
New
York Times For coverage 1999 to the present: choose
ProQuest
Newsstand (then "Search Methods" and "Publications").
For access to the years 1851 - 1999: click
here.
Wall Street Journal For
1989 - present: choose ProQuest Newstand then "Search Methods" and "Publications"), For 1889 - 1989: click here
Off-campus access: These databases are licensed by the Library for the use of the University's students, faculty, and staff, and most can be accessed from off-campus. If you are asked for a password when trying to access a database, consult this page for more information.
Step 2: Now that you have a citation to an article, does the Library own the journal? First, check the Library Catalog, to see if the Library subscribes to the journal and has the issue you need. Search the catalog by Journal Title. Next, check the UWP Periodical List to see if they are available full-text, often through databases such as Ebsco's Academic Search or if you have a complete citation, try the Citation Linker.
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| Citing sources |
When preparing a project in business, follow the recommendation of your instructor when you cite the sources you have used. Instructors may recommend the format styles described in these publications and Web sites.
The Publication Manual of the American Psychological Assocation (APA) provides examples of the American Psychological Association (APA) citation style. Consult the most recent edition of the Publication Manual of the American Psychological Association, located at the Reference Desk (REF DESK BF76.7 P83 2001).
How to Cite References Using APA Style This online guide, prepared by this library is also available in paper format in the guide rack near the Reference Desk.
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UW-Parkside
Library • P.O. Box 2000 • Kenosha, WI 53141 • (262)595-2360
Created 01/2009 by Kim Bartosz, liaison to the Business Department
Last Update: 01/27/2009
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