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Marketing

Books - to find broad information on a topic, or the history of a given topic, try the book collection. This information may not the most up to date, but should give you a good sense of the "big picture." To look up books on a given topic, click on "Find Books & More" from the Library's webpage: http://library.mwcc.edu

Once you're in the library catalog depending on your topic, try broad keyword searches like:

• coca cola
• soft drinks

Some excellent marketing reference books include:

• Company Profiles for Students - Ref HG4057 .A27 1999
• Encyclopedia of Consumer Brands - Ref. HF5415.3 .E527 1994
• Encyclopedia of Major Marketing Campaigns - Ref HF5837 .E53 2000
• Dictionary of Marketing and Advertising - Ref HF5415 .R577 1995

Remember that we have access to many more books than are located at MWCC library. To see what books other libraries own on your subject search "All Central MA Libraries" or pick a specific library to search, within our system.

Also, if you do locate a book which contains good information on your topic, see if there are bibliographies in the book, which list other sources.

Periodical Indexes/Databases - to find the most current information on a topic, try journal or newspaper articles. In order to locate them, you must use an index. Just like in the back of a book there is an index which tells you what page to look at in the book, there are indexes to journals and newspapers which tell you which issue and page to look at in the journal. These indexes used to be just available in print but are now available online as well. Some online indexes which you should use in your work would be:

• Business Source Premier - great for articles and basic company information
• Business & Company ASAP- again, great for looking up articles
• LexisNexis - newspaper articles plus some journal coverage

The exciting thing about these online databases is that about 50 percent of the time, the articles which are indexed online, are available online, full-text.

These databases are available through the library's webpage under the link for "Find An Article"

Once in these databases, try specific keyword searches such as:

Websites - Keep an eye out for webpages that end with .org, .edu or .gov - These pages are usually put together by third parties that don't have a vested interest in convincing you to buy a product, believe what they believe, etc.

Corporate websites (www.cocacola.com, etc.) can also be a great source of information but watch out for "spin" - often the primary reason for these websites' existence is to get you to either a) invest in their corporation or b) to buy their product.