OTHER RESOURCES

UW-W users only

Marketing 444
Direct Marketing

Table of Contents:

Books & Other University Library Materials
Demographics & Lifestyle Characteristics
General Industry Overview Sources
Industry-Specific Overview Sources
State & Local Sources
Company & Nonprofit Information

Article & News Sources
Advertising Information Sources
Direct Marketing Background Sources
Direct Marketing List Sources
Citing References Using MLA Style
SIC & NAICS Codes

Note from R. Pfeifer-Luckett:

The Direct Marketing Class Assignment Guide includes a compilation of UW-Whitewater Library-based resources (both online and offline) that have been identified as helpful to students in completing their project. In addition to the resources listed in this guide, many more valuable/viable/relevant online and offline resources exist - students should use this site as a "launching pad" for research and information gathering and not treat the website as the only way to gather data and information for their project.

Books & Other University Library Materials

Library Catalog
Find books, government publications, videos and other University Library materials on your topic. Use Universal Borrowing to search for and borrow books from other UW libraries (free service, takes 2-4 business days for delivery).

Demographics & Lifestyle Characteristics

ClickZ Stats (Internet.com)
Get the latest data on the Internet habits of your target audience. This site is a great place to learn about the latest issues and trends in the e-commerce landscape. It's chock-full of news, statistics, and demographics on industries, target audiences and companies.

Consumer Analysis (Milwaukee Journal-Sentinel) Reference Desk HC108 .M5 C6x
Find detailed data on consumer preferences in the greater-Milwaukee area. Covers food, groceries, shopping, apparel, appliances, furniture, electronics, hardware, garden, automotive aftermarket, financial affairs, lifestyle, travel and entertainment.

Consumer USA Ref HC 101 .C744 2004
Find information on consumer trends, economic indicators as well as consumer products (including market size and market share) in the United States.

Demographics and Consumer Research (from Library Guide: Market Research: Demographics)
Find sources of demographic information on the Web and in the Library.

International Marketing Data and Statistics (Euromonitor) Ref HA 42 .I56
In addition to industry and economic data, this sources provides demographic trends & forecasts, health & living standards, literacy & education, consumer expenditure patterns, consumer market sizes and cultural indicators for 162 countries worldwide.

Lifestyle Market Analyst Reference Desk HF 5415.33 .U6 L54
Need to understand consumer's lifestyles and how they relate to your product or service? This handy source provides consumer segment profiles, lifestyle profiles and U.S. metropolitan area profiles to give you a preliminary market analysis.

New Strategist Publications (University Library Catalog search)
Use this link to search the Library catalog for titles such as Baby Boom, Gen X, Americans 55 and Older, Getting Wiser to Teens, American Women, American Attitudes, etc. These books help marketers understand potential customers by learning who they are, what they like, how they think and how they spend.

Polling the Nations (Opinion Research Service Publishing) restricted to 1 user at a time
Polling the Nations is a compilation of more than 14,000 surveys conducted by more than 700 polling organizations in the United States and more than 80 other countries from 1986 to the present. Search by topic, question, date, geography, organization conducting survey and category of respondents (gender, ethnic groups, etc.).

Rand McNally Commercial Atlas & Marketing Guide Atlas Stand behind Reference Desk Ref G 1019. R22
This handy two-volume set is geared to commercial users and includes state and regional maps and tables with population, income, and sales data for many areas of the U.S. Each state map includes a county-by-county analysis of businesses.

Roper Center for Public Opinion Research (via LexisNexis Academic)
The Public Opinion Poll is the most comprehensive full-text collection of public opinion in the United States. It covers the full spectrum of public interest including politics and government, public institutions, international relations, business, social affairs and consumer behavior and preferences. The file includes actual data from a wide variety of sources in opinion polling such as Gallup, Harris, Roper, ABC, CBS, CNN and NBC, Los Angeles Times, New York Times, USA Today and Wall Street Journal.

TableBase (RDS) restricted to 1 user at a time
TableBase is a database comprised of tables providing information such as: market share, market size, capacity, production, imports, exports, sales, product and brand rankings, forecasts, healthcare statistics and demographics. Tables are drawn from the more than 1000 sources including business and trade journals, statistical annuals, brokerage reports, trade association reports, and governmental reports.

U.S. Census Bureau
The Census of Population, Census of Housing, Census of Population and Housing, Economic Census and other data from the Census Bureau provide valuable information for marketers on their target customers. Use American FactFinder for quick navigation of census data. For detailed tables, choose Data Sets > Decennial Census > Summary File 3 (or Summary File 4 if you need detailed data by race) > Detailed Tables.

World Consumer Lifestyles Databook: Key Trends (Euromonitor) Ref HF 5415.3 .W67 2005
In addition to industry and economic data, this sources provides consumer expenditure data for all types of products for 71 countries worldwide. Get data on eating, drinking and leisure habits, education, employment, home ownership and much, much more.

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General Industry Overview Sources

Associations Unlimited (Gale Group)
Use this directory of 150,000 nonprofit associations to search for regional, national and international trade and business associations in a particular industry. Each entry will list the association's Web site where basic industry data and statistics are often available without cost (detailed data is usually for members only).

ClickZ Stats (Internet.com)
This site is a great place to learn about the latest issues and trends in the e-commerce landscape. It's chock-full of news, statistics, and demographics on industries, target audiences and companies.

Encyclopedia of American Industries Reference Desk HC102 .E53
Vol. 1 contains manufacturing industries and Vol. 2 contains service and non-manufacturing industries including not-for-profit industries. Each entry provides: industry snapshot, organization and structure, background and development, current conditions, industry leaders, America and the world, and research and technology. A bibliography for further reading is also provided. Entries are arranged by SIC code -- or use the index in the back to locate companies, product types or brands.

Global Market Information Database (includes Market Research Monitor)

Global Market Information Database provides access to over three million demographic, economic and marketing statistics for over two hundred countries back from 1977, as well as country profiles and consumer market sizes for many products across over fifty countries. This database also includes Market Research Monitor, which offers over 2,200 top-line market research reports on international consumer, industrial and service markets. Reports offer up to date market size data, company shares, brand shares and forecasts.

Industry Analysis (from Librarian Selected Resources on the Internet: Marketing)
Find links to sources of industry data for many industries from trade organization and trade journal Web sites.

Industry Overviews (from Library Guide: Market Research: Demographics)
Find sources of industry overviews available in the Library. These sources provide 5-35 page detailed analyses of various industries, outlining the structure of the industry, current trends, market size, market share, and key players in the industry.

Standard & Poor's NetAdvantage (Standard & Poor's)
The Industry Surveys provide detailed analyses of 52 U.S. industries including current environment, trends, key industry ratios and statistics and top industry players. Because this is a tool for the analysis of securities, it focuses on publicly-traded companies.

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Industry-Specific Overviews

Handbags & Purses

US Economic Census (US Census Bureau)
Arranged by NAICS code, the reports of the Economic Census can give real insight into an industry, giving specific details like manufacturing data by state, firm size and employment. Virtually every industry is represented, even the women's handbag and purse manufacturing industry.

Fashion Accessories Shippers Association
FASA is the premier accessories association, formerly known as the National Fashion Accessories Association. Navigating the website is a challenge, but it's worth it.
NOTE: The left-side navigation doesn't display properly. Click below the logo in the top-left corner and drag the mouse down to the bottom of the page. The links should then appear.

International Fashion Jewelry & Accessory Group
IFJAG, a smaller organization, lists their members on their website, as well as a searchable directory.

Accessories Magazine
The leading trade journal of the industry prepares a census report (most recent - 2005), which details the trends and market sizes of the various sectors - purses being the best seller.

Fashion Center
The Fashion Center is a not-for-profit organization that was established to promote New York City's fashion industry. Their Small Business Center includes useful links for the fashion accessories industry.

State & Local Resources

Alumni & Foundation (UW-Whitewater Office of University Advancement)
Connect the dots between the UW-W and its alumni. Read the newsletter and find local chapters and contact names.

State of Wisconsin (Wisconsin.gov)
Find information and data on all aspects of Wisconsin government. The Blue Book is a guide to Wisconsin government and includes a statistical profile answers a lot of questions about the government, history, and economy of the state.

UW System Factbook (UW System, Univ. Relations)
Select the most recent annual Factbook to get the statistical snapshot of the programs, students, faculty and staff of the UW system.

UW-Whitewater Factbook (UW Whitewater, Institutional Research)
Think you know everything about UW-W students? Think again. The Factbook has demographics, degree statistics, and tons of data on students, faculty and staff. Check out the National Survey of Student Engagement to learn more about how your UW-W peers live, work and study -- and how they stack up to students at comparable schools.

Walworth County
Find county ordinances, property tax records and property transfers in addition to lots of other information on Walworth County.

Whitewater Community Development Authority (City of Whitewater)
Information for the business community on Whitewater's workforce, demographics, economy, property taxes, maps, planning & development, building sites, business park, utility and tax rates and more.

Worth Every Penny: The Economic Impact of the University of Wisconsin System (UW System)
Get the lowdown on how the University of Wisconsin contributes to the economy.

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Company & NonProfit Information

Advertiser & Agency Red Books Plus (National Register Publishing) restricted to 1 user at a time
Search by brand name or company name. Tells you the relationships between companies as well as basic company information such as web page address, SIC (industry) codes, sales figures, year founded, etc. Also provides the amount the company spends on advertising, who their ad agency is and what media they use.

Brands and Their Companies Ref T223 .V4 A25
If you know a brand name but don't know what company produces the product, this source is for you. Includes a listing of the companies with their addresses.

Corporate Affiliations (National Register Publishing)
Search for companies by industry, geography and size. Includes 174,000 U.S. and international parent companies, affiliates, subsidiaries, and divisions - all the way down to the seventh level of reporting relationships. All domestic and foreign subsidiaries are included.

Corporate ResourceNet (EBSCOhost)
For a company profile, click the Company Profiles button, then type the company name. Click on the company name from the menu.

GuideStar (Philanthropic Research, Inc.)
This site functions as a directory of nonprofit organizations that is searchable by name, geographic location, type of organization, and income range. From the directory you can link to each organization's IRS Form 990 (income tax return). Free registration is required. Some features of the site require a paid subscription.

Hoover's Company Records (Hoovers via ProQuest)
Find company descriptions, financials and top competitors.

LexisNexis Academic (LexisNexis)
Check out the Company Information section of the Library's How to Use LexisNexis: Business guide for tips on how to access its business offerings.

Market Share Reporter Reference Desk HF5410 .M35
Find market share data for product types, companies and brands. The information is gathered from periodicals, newspapers and trade journals. Use the product, company name, and brand name indexes in the back to find the appropriate tables.

Morningstar Library Edition (Morningstar) restricted to 2 users at a time
Morningstar contains reports on more than 8,000 stocks and 12,000 mutual funds, Analyst Reports on 1,000 stocks and 2,000 mutual funds and Morningstar ratings for stocks and funds. Morningstar contains both stock and fund screeners and a portfolio X-ray tool that helps you look for strengths and weaknesses in a portfolio.

Standard & Poor's NetAdvantage (Standard & Poor's)
Brief summaries of common stocks along with some preferred and convertible preferred stocks. Also includes some closed-end funds. Covers dividends, financial position, capitalization and earnings per share. Click on the Companies button, select "Company Profile" from the drop-down menu and search by ticker or company/fund name. The "Stock Reports" and "Bond Reports" give more detailed information on companies and the "Industry Surveys" provide in-depth analysis of 52 U.S. industries.

Switchboard.com
Just one example of online phone directories that can be quite helpful in locating businesses by category within a specified radius of a city or zip code. So if you need beauty salons, for instance, within 10 miles of Whitewater, WI -- it's a snap. Unfortunately you'll have to scroll through all the "paid" listings before you get to the salons that are actually in the area you've chosen.

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Article & News Sources

ABI/Inform Global (ProQuest: 1971- )
Indexes more than 1,300 business publications including 600 journals with full text from 1992 to present. Many international resources are included and coverage is global in scope.

Business Dateline (FirstSearch: 1985- )
The prime place to search for regional business news in the U.S. and Canada. Includes searchable fulltext articles from more than 500 North American regional business tabloids, magazines, daily newspapers, and news wire services. This database covers regional business activities and trends with particular emphasis on economic conditions in selected cities, states, or regions, as well as mergers, acquisitions, company executives, new products, and competitive intelligence. LIMITED SEARCHING: The Library is charged per search for this database. Please contact B. Bren (brenb@uww.edu or 262-472-5521) before beginning large research projects requiring many searches.

Business Full Text (WilsonWeb: 1982- )
Indexes and abstracts articles from more than 345 English-language periodicals published in the United States and elsewhere, including the leading business magazines and trade and research journals, plus the partial/full text of over 160 of those periodicals. Partial/full text coverage begins in January 1995.

Business Source Elite (EBSCOhost)
Provides comprehensive access to abstracts and indexing for over 1500 titles, plus searchable full text for more than 750 business periodicals, such as Business Week and the Economist.

LexisNexis Academic (LexisNexis)
Check out the Searching section of the Library's How to Use LexisNexis Academic guide for tips on how to search for various types of news sources.

ProQuest Newspapers (ProQuest)
Full text articles and citations from more than 500 U.S. and foreign newspapers and newswires including Wall Street Journal and the New York Times.

Tablebase (RDS) restricted to 1 user at a time
TableBase is a database comprised of tables providing information such as: market share, market size, capacity, production, imports, exports, sales, product and brand rankings, forecasts, healthcare statistics and demographics. Tables are drawn from the more than 1000 sources including business and trade journals, statistical annuals, brokerage reports, trade association reports, and governmental reports.

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Advertising Information Sources

Media: Ad Rates, Audience & Circulation (Univ. Library Guide)
Find information on advertising audiences and advertising rates for print and broadcast media using this Library Guide.

Direct Marketing Background Sources

DM News: The Online Newspaper of Record for Direct Marketers (DMNews.com)
Get the lowdown on the direct marketing industry for the key trade journal in the field.

The Direct Marketing Association (DMA)
The DMA Web site is a great place to start to keep up with trends and news in direct marketing. The Marketing Research and Statistics section has several excellent (and free) reports, like Customer Prospecting and Retention Report. Some reports are for members only or may be purchased.

American Marketing Association (AMA)
Use the search box to search for "direct response" or "direct marketing" to locate articles on these topics on the AMA Web site.

National Mail Order Association
The Press Release section of this association site will give you a clue of what's going on in the mail order industry.

Statistical Fact Book (Direct Marketing Association) Ref HF5415.126 .F33
This statistical source will help inform your media choice selections. Pinpoint market growth, usage trends and buying habits.

Direct Marketing List Sources

List/Data Services (DMNews.com)
Search for mailing lists/databases by keyword. Find a short description and get contact information for the list.

infoUSA.com (infoUSA)
Search for business sales leads and mailing lists by keyword/yellow page heading, industry, business size (employees or sales), credit rating, and geographic area. Search for residential sales leads and mailing lists by geographic area, age, income, home ownership and home value.

NextMark Access restricted to the "NextMark" point person in your group.
Each project group has one designated person who is to access the Nextmark database - please contact your group "Nextmark Point Person" for more information on the contents of this database.

SRDS Media Solutions (Standard Rate and Data Service)
The Direct Marketing List Source provides access to list providers for both businesses and consumers, now all searchable online.