Sponsored by the BRASS Education Committee
Sponsored by the BRASS Education Committee
Maintained by
Kara Gust
Gast Business Library, Michigan State University
gustk@msu.edu
As is the case with many business fields, marketing is both a profession and an academic discipline. Effective reference work with marketing questions requires the librarian to know how to help practitioners and how to help faculty and students. The core competencies discussed here provide the knowledge to answer the majority of marketing questions at a typical general reference desk. Many sources will be useful to both practitioners and academics.
The word "marketing" is often used as an umbrella term to cover several different categories. These categories include advertising, market research, media planning, public relations, product pricing, distribution, customer support, sales strategy, and community involvement. People often think of marketing and advertising as the same thing, but they are not. Advertising is one aspect of marketing, as are the other categories listed above. More specifically, marketing is the process of moving goods and services from the producer to the consumer, while advertising is the conveying a message to promote the sale or use of a good or service. For business reference purposes, marketing most often refers to market research and advertising.
Important terms
All definitions are taken from The Dictionary of Marketing by Rona Ostrow and
Sweetman R. Smith, Fairchild Publications, New York, 1988.>
Buying Power Index (or BPI) - a measurement developed by Sales & Marketing Management (magazine), which combines three elements (population, effective buying income, and retail sales) into one index which expresses a market's capacity to buy. The index is calculated as a percentage of the total U.S./Canada market potential.
Demographics - the vital statistics of a population, including the size of the group and the age, sex, birth and death rates, location, income, occupation, race education, etc. of its members.
Distribution channel (or channel of distribution) - the route along which goods and services travel from producer/manufacturer through marketing intermediaries such as wholesalers, distributors, and retailers to the final user.
Effective Buying Income (or EBI) - a measurement developed by Sales & Marketing Management (magazine), which is the equivalent of disposable personal income, i.e., it represents wages and salaries and other income (rents, etc.) less federal, state, and local taxes and other deductions such as contributions toward insurance coverage, pension systems, etc. EBI is a bulk measurement of market potential and is viewed as most effective when employed in making generalizations about a market's capacity to buy.
Franchising - a vertical marketing system in which a manufacturer or service organization confers upon an individual or firm the privilege of marketing a product or service.
Market share - that part of a total market controlled by one firm.
Marketing mix - those marketing variables (such as product planning, pricing, promotion, and distribution channel selection) which when blended together form a marketing strategy designed to satisfy the firm's customers.
Mass marketing - a marketing strategy in which a product or service having wide appeal among the consuming public is promoted under a single marketing program and sold through such outlets as chain stores, discount stores, and supermarkets. Mass marketers do not target "everyone" as their customers but do address large numbers of consumers over broad geographic areas.
Metropolitan Statistical Area (or MSA) - similar to the old standard metropolitan statistical area (SMSA), the MSA is a freestanding metropolitan area which: 1) contains a city of at least 50,000 inhabitants, or 2) encompasses an urbanized area of at least 50,000 and a total metropolitan population of at least 100,000. An MSA may include, in addition to the county containing the central city, other counties which have close economic and social ties to the central city.
Retailing - that business activity concerned with the selling of goods and/or services to the ultimate consumer for personal or household use.
Target market (or Target audience) - that particular subdivision, or segment, of a total potential market selected by a company as the target of its marketing efforts. Choice of a target market is usually based on some common characteristic possessed by the market segment, e.g., sex, education level, income, etc. Also known as market target or served market.
Where can I find basic marketing and advertising statistics for the U.S. and Canada?
I am trying to plan a marketing/advertising budget. What resources can help me?
I am looking for names and addresses of companies in the marketing industry. Where should I look?
I need to look up some marketing terms. Where can I find a marketing dictionary?
What are the major academic and trade journals for marketing, advertising and related fields?
I
am trying to decide where to locate my business. Where can I find
demographics and other information useful for making this decision?
Subtitled "A reference guide for consumer market analysis." Combines demographic, geographic, and lifestyle data in 4 tables: 1. Market Profiles, which covers 210 DMAs (Designated Market Areas). 2. Lifestyle Profiles, which includes 75 lifestyle interests, such as "Attend Cultural/Arts Events," "Camping/Hiking," "Frequent Flyer," or "Own a Digital Camera." 3. Consumer Segment Profiles, which divides consumers into groups such as "Dual Income Households. Child Age Under 13," "Single Female 45-64 Years Old," or "65 Years and Over, Income under $30,000." 4. Consumer Magazine and Direct Marketing Lists, which features consumer magazines targeted by lifestyle groups such as "Automotive Work," "Gourmet Cooking," or "Photography."
The Economic Census is the major source of statistics for industries from the national to the local level. Available online at http://www.census.gov/econ/census02/. Taken every five years, with the most recent occurring in 2002. Data can also be found using American FactFinder which includes the most Economic Census statistics as well as annual economic surveys such as the Annual Survey of Manufactures.
Statistics on population, income, age, race, education, employment for every zip code in the United States. Also includes purchasing potential for several categories of products or services such as apparel, footwear, groceries, furniture, and investments. Good source to use when trying to determine what the market and competition might be in a certain area.
Demographic, economic, commercial, and industrial data for the geographic subdivisions of state and region, Metropolitan Statistical Areas, and Designated Market Areas. Statistics include population, race/ethnicity, age/sex groups, household-related data, Effective Buying Income, retail sales and number of establishments. Retail information is broken down by store group in such areas as food stores, general merchandise, eating & drinking, gasoline service stations, and drugs. Also broken down into merchandise categories, such as groceries, clothing (both men & boys' and women & girls'), footwear, and computer software & hardware. Includes projections for major categories (population, households, and retail sales).
Economic and geographic information for the United States. Sections include U.S. and Metropolitan area maps, Transportation and Communications Data, Economic Data, Population Data, State Maps, and Index of Places and Statistics by State. This last section includes basic business data for each county, with data on population, wholesale trade, and manufacturing.
Where can I find basic marketing and advertising statistics for the U.S. and Canada?
Many of the sources listed under the question above will also be useful for answering this type of question. In addition to those, other sources to try are:
Covers the gamut of the marketing process. Three useful statistical issues, published once yearly as extra issues, are: 1."Survey of Buying Power," which provides current statistics on population, income, retail sales and buying power, and projections for those statistics. 2. "Survey of Media Markets"," which contains information for each Arbitron ADI market and rankings of metro areas for 10 retail merchandise lines. 3. "Sales Manager's Budget Planner," which give profiles of major U.S. metro markets, plus a few major Canada markets, including such information as vital statistics, and cost information of interest to travelers.
The leading publication of the advertising industry. Excellent coverage of current events and trends. Includes a number of useful special features, such as "Top 100 National Advertisers," "Top 100 Megabrands," "Hot Media Markets: Local Market Rankings," and statistics on ad spending by media.
Subtitled: LNA (Leading National Advertisers) Multi-Media Service. Data on advertising expenditures in nine media, arranged by company and brand.
Statistics, charts, and graphs related to the direct marketing segment. Includes such data as consumer attitudes, buying habits, and trends and projections.
Directory and market data for U.S. and Canadian radio, television stations, and other broadcast and cable media. Includes market statistics such as an Arbitron ADI market atlas and TV markets ranked by size.
Where can I find marketing statistics for other countries?
Detailed consumer data for every country in Europe, for such areas as consumer spending patterns, market sizes, advertising patterns, health and living standards, literacy, travel and tourism. Very specific; for example, one can find such information as the number of washing machines sold in Belgium.
Similar format and content to European Marketing Data and Statistics covering over 150 non-European countries.
Where can I find market share information?
"Lists of companies, products, services, and activities compiled from a variety of published sources." Rankings are in alphabetical order by subject. There is a master index in the back. Each edition includes a cumulative index, published separately.
Compiles market share data on companies, brands, products, commodities, and services. Over 2000 entries. Thoroughly indexed by five indices: Source; Place Names; Products, Services, Names and Issues; Company; and Brand. Uses over 350 primary print sources, mainly periodical literature such as trade journals and business newspapers, which in turn use over 600 other sources, such as other publications, brokerage houses, research organizations, associations, and government agencies. Cites many internet resources as well. Appendices include SIC coverage, and a NAICS/SIC conversion guide. Covers only North America, but there is a companion publication, World Market Share Reporter, to cover other areas (see below).
Provides tabular information on companies, industries, products,
countries, and market shares. Includes data on advertising expenditures.
One of the major (if not THE major) indexes to business literature. Indexes over 1000 periodicals, many of which are in full-text. Excellent abstracts. Marketing journals are very well represented, and many trade journals are covered also.
Another major index to business literature. Full-text for over 900 periodicals in all business disciplines. Marketing journals and trade journals are very well represented, and most are in full-text.
I am trying to plan a marketing/advertising budget. What resources can help me?
Data on advertising expenditures in nine media, arranged by company and brand.
Advertising rates for publications and broadcast stations in many different categories. Separate volumes cover such types of media as business magazines, consumer magazines, newspapers, direct mail, spot radio, and spot television. Marketing statistics are included in some volumes.
This database provides tabular information on companies, industries, products, countries, and market shares. Includes data on advertising expenditures.
I
don't want to/am unable to come in to the library. Where can I go on
the Internet to find marketing and advertising information?
The website of the well-established industry publication. Provides a number of useful links for researchers. While some of the content is the same as the print version, there is a lot of content unique to the web version. Likewise, some of the content in the print version does not appear online. Many useful and interesting special reports are included here, as well as breaking news.
A comprehensive collection of links to advertising and marketing information. Links are arranged into over 81 categories and include many hard-to-find topical areas.
Provides the basic principles of marketing and advertising in clear, concise tutorials. It also provides numerous Web resources for advertising, selling, promotion, research, and more in concise information areas for easy browsing.
I am looking for names and addresses of companies in the marketing industry. Where should I look?
Annual special issue of Marketing News. Names of officers and branch locations for firms offering such services as advertising, market research, and consulting. Includes roster of AMA members.
Provides addresses, phone and fax numbers, branch offices, officers, and scope of activity. Searchable by company name or location, or use the advanced search to combine multiple criteria. The online version of the GreenBook directories.
This database includes listings of companies that buy advertising space, along with their approximate advertising budget and media expenditures, company officers, advertising agencies used, and brands owned. Also available in print in multiple volumes: advertisers, agencies, and geographic classifications.
Directory and market data for U.S. and Canadian radio, television stations, and other broadcast and cable media. Includes market statistics such as an Arbitron ADI market atlas and TV markets ranked by size.
Directory of companies which grant franchises. Information for each company typically includes contact person, type of business, number of outlets, investment required, etc.
A directory of television stations, cable systems, and related service organizations.
I need to look up some marketing terms. Where can I find a marketing dictionary?
Covers words and phrases from all aspects of marketing, with some explanatory charts and graphs. This is the second of a trilogy of marketing dictionaries (Dictionary of Retailing and Dictionary of Advertising are the others) by these two authors. Written in simple, non-technical language.
Over 5500 entries, with definitions written for both laymen and professionals (often definitions in both "languages" are given for a term). The New York Times called Rosenberg "the leading business lexicographer in the nation."
Over 2500 terms, written by over 30 experts in the field (primarily marketing faculty at academic institutions). Terms for both practitioners and academics are included.
What are the major academic and trade journals for marketing, advertising and related fields?
Marketing:
The leading academic journal for marketing. Articles will be of interest to both scholars and marketing executives. Covers a diverse range of topics related to marketing management.
More specialized than the journal of marketing. Focuses on quantitative methods and articles related to actual research.
Newspaper which covers the marketing industry, particularly the activities of the AMA. Some contributions by practitioners or academics. Occasional special issues focus on such topics as marketing education, creativity and innovation, and retailing.
Advertising:
Advertising rates for publications and broadcast stations in many different categories. Separate volumes cover such types of media as business magazines, consumer magazines, newspapers, direct mail, spot radio, and spot television. Marketing statistics are included in some volumes.
Six regional editions are published: New England, the East, Southeast, Midwest, Southwest, and West. Published locally, each issue contains national and local news, articles and other information on advertising, communication and marketing. Intended for advertising professionals in each region.
The major scholarly journal for advertising. Primarily for academics, but it does include both theory and practice.
Weekly trade journal for media personnel. Also available online at http://www.mediaweek.com.
Other segments of the marketing process:
How can I find articles in marketing periodicals?
One of the major (if not THE major) indexes to business literature. Indexes over 4,000 periodicals, many of which are in full-text. Excellent abstracts. Marketing journals are very well represented, and many trade journals are covered also.
Another major index to business literature. Full-text for over 2,300 periodicals in all business disciplines. Marketing journals and trade journals are very well represented, and most are in full-text.
What are the professional associations/organizations related to the marketing industry, and how can I contact them?
As with trade journals, there are many relevant and important associations. Each segment has one or more. The best way to find out about these is to use the Encyclopedia of Associations (or online version, Associations Unlimited), but here are some examples:
Professional society with membership of over 38,000, including both practitioners and academics. The leading marketing association, it publishes a number of the leading marketing periodicals. Conducts seminars, conferences, workshops and institutes.
Over 50,000 members. Promotes the business of advertising by working with government, public, and professional sectors.
Primary focus is to assist advertising agencies and to encourage the growth of the industry.
Membership consists of virtually any business, organization or person who is involved in direct marketing. Compiles statistics and offers institutes, workshops and seminars.
Members are grocery retailers and wholesalers. Conducts conferences and seminars, gathers statistics. Produces a number of useful publications.
Multinational organization with over 30,000 members involved in franchising of goods and services in all industries.
Represents a variety of national and state retail associations, plus corporate members from all segments of the retail industry. Conducts conferences on all aspects of retailing, including such diverse topics as merchandise management, customer integration for multiple channels, advertising and display, and loss prevention.
Last updated 1/4/08
Originally created by Bill Kinyon, Mars Hill College
Previously maintained by Paul Arrigo, Penn State Shenango; and
Elisabeth Leonard, University of California, San Diego
Sponsored by the BRASS Education Committee
