OTHER RESOURCES
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Marketing 479
Marketing Management and Policies
Books & Other Library Materials
University Library Catalog
Find books, government publications, videos and other Library materials on your topic.
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.
Demographics and Consumer Research (from Library Guide: Market Research: Demographics)
Provides access to statistics collected by the federal and state agencies as well as intergovernmental organizations. A great source of data in areas such as population, vital statistics, economy, business, education, health, wealth, agriculture, technology and much more.
Lifestyle Market Analyst Ref 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 metropolitan area profiles to give you a preliminary market analysis.
New Strategist Publications (Library Catalog search)
Use this link to search the University Library catalog for titles such as Generation X, Millennials, Wise Up 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.).
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.
Sports Participation (National Sporting Goods Association)
Find brief statistics on sports participation in the U.S. for the past 10 years. Includes state-by-state, youth and women's participation stats.
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 (some data available at the Library as well)
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.
Company & Brand 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.
International Directory of Company Histories Ref HD2721 .I63
Two to three page narratives outline the historical development of more than 5,500 companies worldwide. Use the index in the latest volume to find your company. Page numbers in bold indicate a full article on the company (otherwise it indicates a mention of the company in another company's history).
LexisNexis (Lexis-Nexis)
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 Ref 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.
Article & News Databases
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.
CQ Researcher (CQ Press)
Full text CQ Researcher (1991 - ). Contains in-depth research on current topics with complete summaries, insight into all sides of the issues and bibliographies for further information.
LexisNexis Academic (Lexis-Nexis)
Check out the How to Use LexisNexis Academic and LexisNexis Business Search Tips guides for information on how to search for news and articles from various sources.
ProQuest Newspapers (ProQuest)
Full text articles and citations from more than 500 U.S. and foreign newspapers and newswires including Wall Street Journal, New York Times, Milwaukee Journal Sentinel, Madison Capital Times, and London 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.
General Sources of Industry Overviews & Analysis
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.
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 Internet Resources: 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 University 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.
Locating Industry Trade Associations
Industry and professional associations are excellent sources of information for marketers. They are a place to connect with experts in the industry. They often publish journals targeted to professionals in their industry. The gather and publish statistics and provide networking and professional development opportunities for their members.
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).
Reference Tools
SIC & NAICS Codes
Many business reference sources such as company directories or industry analyses use the federal government's numerical codes (SIC or NAICS) to describe types of businesses. Use these sources to identify SIC or NAICS numbers for your industry.
- Search SIC Code by code number or keyword
- SIC Division Structure (complete hierarchical listing)
- 1997 NAICS and 1987 SIC Correspondence Tables
Citing References Using APA Style (Library Guide)
Before turning in your assignments, use the University Library Guide to correctly cite your references.
University of Wisconsin - Whitewater, 800 West Main Street, Whitewater, WI 53190-1790.
Circulation Desk: 262.472.5511 | Reference Desk: 262.472.1032 | Periodicals Desk: 262.472.1545
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Last Updated: August 10 2007