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University Library / Research Assistance / Research Assistance: Research Guides / Integrated Marketing Communications
Research Guides: Integrated Marketing Communications
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| INTRODUCTION |
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This research guide is designed to help you find information about Integrated Marketing Communications, including advertising, public relations, direct and database marketing, and sales promotion. In your research on advertising strategy, you will need to look at different types of information sources: Industry and market reports: These reports contain industry overviews, market research, competitor information, market share, and consumer survey results. Company reports: Databases in the category will help you search for SWOT Analysis, company reports, company financials, product information, and investment analyst reports. Articles: The library's article databases include newspapers, magazines and academic journals. You can search many different publications to find articles on your topic, and articles are a great place to look for a company's strategies, analysis of their advertising practices, or interviews with executives. Books: Books are useful when looking for information and analysis on company strategy, ad campaigns, best practices, and case studies. Demographics: Use data to help target a specific consumer market.Before beginning your research, it is helpful to consult with one of our librarians at the Reference Desk to map out a strategy and choose which type of information source is best for your research. You can call (415) 442-7244, e-mail askalibrarian@ggu.edu, or stop by the Reference Desk at the University Library.
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| BEST BETS | ||
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| Business Source Complete (via EBSCO) | Business Source Complete is an excellent first step and allows you to search for articles, market research reports, industry reports, country reports, company profiles and SWOT analyses at one time. | |
| Proquest | Provides full text journal, magazine, and newspaper articles including the Wall Street Journal and the New York Times. Offers access to scholarly and general interest literature in business, social sciences, science and technology, and humanities. | |
| Ebrary | Ebrary is the library's database of electronic books. You can search for case studies or analysis of ad campaigns, advertising strategies, or other company information. You can also search for books on designing ad campaigns or creating strategy. To view the book in Ebrary, you need to download the Ebrary Reader from the link on the first page of the database. If you have any questions or problems with the download, please call the Reference Desk at (415) 442-7244. |
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| INDUSTRY AND MARKET REPORTS | |
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| IBISWorld Industry Reports | This database includes over 700 reports categorized by the North American Industry Classification System (NAICS), plus Global and Chinese industry reports. Each IBISWorld report is updated every four months and provides an overview of the industry, competitor information, market share data, and more. Reports can be viewed online, or downloaded in Microsoft Word or Adobe Acrobat PDF. |
| Mintel | Mintel is a database of market research reports and industry news. The reports offer detailed analysis of the industry, main competitors, and the consumer in a given market. Search the database using the 'quick search' box in the upper right corner, or browse through the list of reports using the links in the center of the screen. |
| Standard & Poor's Net Advantage | The Standard & Poor's Industry Surveys are great tools to find industry analysis, leading companies, industry publications and associations, and current trends. In the database, select your industry using the drop down menu under Industry Surveys on the right side of the screen. These reports also include a section on how to analyze a company in the given industry. |
| Faulkner Technology | Great for technology or telecommunications companies, Faulkner provides comprehensive reports covering computer system software, networking, telecom technologies, trends, vendor profiles, product solutions, and security management practices. [Click on FACCTS]. |
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| COMPANY DIRECTORIES AND REPORTS | ||
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| Business Source Complete (via EBSCO) | To find information on a specific company, type in the name of the company and use the drop down menu in the search screen to limit your search to CO Company Entity. From the result list, you can click on the links at the top of the list for company profiles, SWOT analysis, and product reviews. Additionally, from the main search screen, you can select the "Company Profile" link on the right side of the screen, then enter your company to get a DataMonitor report with information such as company history, competitors, and SWOT analysis. | |
| OneSource | OneSource provides access to financial information for over 3.7 million global companies, 45,000 of which are public; annual reports, ratio data, executive information, analyst reports, and recent developments are all available in this database, among many other features. Financial data can be downloaded and exported into Excel. Note: to access OneSource, click on "Search More info" next to International Databases; or, select "International Databases from the drop-down menu at the top of the screen. | |
| Faulkner Technology | Great for technology or telecommunications companies, Faulkner provides comprehensive reports covering computer system software, networking, telecom technologies, trends, vendor profiles, product solutions, and security management practices. [Click on FACCTS]. |
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| ARTICLES AND NEWS | ||
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| Proquest | Provides full text journal, magazine, and newspaper articles including the Wall Street Journal and the New York Times. Offers access to scholarly and general interest literature in business, social sciences, science and technology, and humanities. | |
| Business Source Complete | Provides access to the full articles from nearly 8,200 business serials including Harvard Business Review. Recommended titles from these two databases include: Advertising Age, Journal of Marketing Communications, Journal of Marketing, Journal of Consumer Marketing. |
To search for other titles in the library's databases, please search the find Journals by Title list
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| BOOKS | ||
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| GGU University Library catalog | You can find what books are in the University Library or available online by searching the library catalog at http://library.ggu.edu. Some subjects to use when searching for brand and product management are: Advertising Media Planning, Communication in Marketing, Marketing | |
| Ebrary | Ebrary is the library's database of electronic books. You can search for case studies or analysis of branding efforts, product launches, consumer loyalty, etc. To view the book in Ebrary, you need to download the Ebrary Reader from the link on the first page of the database. If you have any questions or problems with the download, please call the Reference Desk at (415) 442-7244. |
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| DEMOGRAPHICS AND ONLINE RESOURCES | ||
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| United States Census Bureau | This is the main portal page to the data collected by the U.S. Census. The website can be searched a few ways. 1) You can use the front page links to focus your search to a particular section of the census data: people, business, geography, etc. 2) You can search by subject by clicking on the Subject A-Z link at the top of the page, or 3) Enter your search terms in the search box at the top of the page and your results will include some quick links to facts and frequently asked questions. | |
| American FactFinder from the U.S. Census Bureau | The American FactFinder is another data service from the Census Bureau. The search menu format is fairly user friendly, and they get down to the city level in their reports. Data is pulled from four different reports, so you can get info collected after the 2000 Census. |
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Last modified: June 2008
