Marketing

Starting your Research

Starting your Research

Encyclopedias, handbooks and subject specific dictionaries will help provide useful background information, as well as terms to use when searching the databases. For example:

Imber, J. & Toffler, B. A. (2008). Dictionary of marketing terms. Hauppauge, N.Y.: Barron's.	Blakeman, R. (2009). The barebones introduction to integrated marketing communication. Lanham, Md.: Rowman & Littlefield Publishers.
Chaffey, D. (2009). Internet marketing: Strategy, implementation and practice. Harlow, Essex; New York: FT Prentice Hall.	Peter, J. P., & Olson, J. C. (2008). Consumer behavior and marketing strategy. Boston, MA: McGraw-Hill/Irwin.

A GOOGLE search can also help find background information and suggestions for more keywords.

Keywords & OPAC

Keywords & OPAC

Use OPAC (Online Public Access Catalogue) to find books, journal titles and audio-visual materials in the Library. When searching for information, you need to use keywords. See below for some suggestions.

Advertising	Communication in Marketing	Consumer Behavior
Industrial marketing	Marketing	Marketing Management
Marketing Vocational Guidance	Place Marketing	Product Management
Sales promotion	Small business marketing	Strategic Planning

Search OPAC now

Finding Articles Online

Finding Articles Online

The articles inside magazines, journals & periodicals are very useful sources of information. Articles are different from books because:

• they are much more up-to-date
• they are shorter (less to read!)
• they concentrate on topics or specific aspects of topics
• there are many articles being published all the time so you have more choice.

The library catalogue, OPAC, does NOT tell you what articles the Library has, only which journals or periodicals, so the easiest way to find articles is to use the online databases.

• Academic Search Premier

• Business Source Premier

• MAS Ultra: School Edition

• Regional Business News

• Global Market Information Database (GMID)

Speciality Searches from Business Source Premier

• Country Reports - for reviews of countries, including economic studies and political risk.
• Company Profiles - for Datamonitor reports.
• Industry Profiles - for identifying the competitive landscape, market size, and more.
• Market Research Reports - for news and analyses on major events in specified markets.
• SWOT Analyses - looking at strengths, weaknesses, opportunities and threats within specified companies.

Newspaper Articles

Newspaper articles are also very useful sources of information, and can be found in the LexisNexis Academic and the Factiva databases.

• Factiva (Dow Jones)

• LexisNexis Academic

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Click here for a list of all the databases subscribed to by TP Library.

Recommended Websites

Recommended Websites

Direct Marketing Association of Singapore - This association provides industry updates, as well as interesting talks organised by the Association for direct marketeers in Singapore.

Marketing Magazine - "Marketing" is an online magazine that gives alot of interesting news bits, as well as insightful reports on the marketing industry. Note however that it is UK-centred.

Marketing – The Art and Science of Connecting with Consumers - Provides updates on the marketing industry with reports on different marketing tactics. It is also relevent because the magazine is Singaporean!

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