Marketing Resources
Resources
Online Databases
Digital Commons Network – Marketing
- The BEPress Digital Commons Network is an open source institutional repository which makes the scholarly output of several universities and institutions freely available
- Business Administration, Management and Operation section contains over 1,400 works from 85 institutions
- A tutorial on using the Digital Commons Network can be found here
Digital Public Library of America
- Brings together free resources from America’s archives libraries, archives, and museums
- Striving to contain the full breadth of human expression, this portal currently provide access to over 5,000,000 resources
- Use the bookshelf tab or the search bar to navigate to the search interface or find resources on a particular topic
- Not business-specific, but use search features to narrow results down to your chosen topic
Directory of Open-Access Journals
- “The aim of the DOAJ is to increase the visibility and ease of use of open access scientific and scholarly journals, thereby promoting their increased usage and impact”
- Thousands of open access journals with full text articles
- “Google Scholar provides a simple way to broadly search for scholarly literature. From one place, you can search across many disciplines and sources: articles, theses, books, abstracts and court opinions, from academic publishers, professional societies, online repositories, universities and other web sites. Google Scholar helps you find relevant work across the world of scholarly research.”
- Since not all resources on Google Scholar are free, look for items that have a PDF link on the right hand side of the page, which indicate they are available for free immediate viewing
- Not business-specific, but use search features to narrow results down to your chosen topic
Internet Public Library – Marketing
- “ipl2 is a public service organization and a learning/teaching environment”
- “Merged collections of resources from the Internet Public Library (IPL) and the Librarians’ Internet Index (LII) websites”
- Provides a variety of online resources including some access to full-text articles
History and Archives
- A project of Duke University which presents images and database information for over 7000 advertisements printed in U.S. and Canadian newspapers and magazines between 1911 and 1955
- Focuses on five main subject areas: radio, television, transportation, beauty and hygiene, and World War II
- The UK based Advertising Archives compiles advertisements and related works, spanning the mid-19th century to the present day
AdViews: A Digital Archive of Vintage Television Commercials
- Another digital archive developed as a project of Duke University
- Thousands of television commercials created for collected by the D’Arcy Masius Benton & Bowels (DMB&B) advertising agency, dated 1950s-1980s
Emergence of Advertising in America: 1850-1920
- Yet another great archive from Duke University’s digital collections
- Over 3,300 advertising items and publications dating from between 1850 and 1920
Statistics, Surveys, Polling and Other Data Sources
U.S. Census Bureau – Monthly & Annual Retail Trade Surveys
- Comprehensive date on retail activity in the United States
- Compiles results of the Advance Monthly and Monthly Retail Trade Surveys as well as the Annual Trade Surveys
- Also includes results from the Business Expenses Statement which compiles statistics on detailed business operating expenses
American Customer Satisfaction Index
- The only national cross-industry benchmark of customer satisfaction in the United States to provide insights across the entire user experience
- Provides critical information about effective promotional tactics and more
- Demographic information such as population and income, searchable by city, state or zip code
- The principal federal agency responsible for measuring labor activities, working conditions and price changes in the economy
- Seeks to collect, analyze, and disseminate essential economic information to support public and private decision-making
- Federal agency dedicated to serve as the leading source of quality of data about the nation’s people and economy
- Regular reports cover information about the population, housing, and economics
- “Easy-to-use tool for investigating US demographic trends” featuring “eye-catching graphics and exportable trend data
- Created by the Social Science Data Analysis Network at the University of Michigan
- Aggregates data from numerous resources to create complete profiles of as many US cities as possible
- Provides access to the full range of official statistical information produced by the federal government
- Charts and other graphical representations posted daily relating to the marketing, branding and consumer preferences, habits and loyalties
- “Non-partisan fact tank that informs the public about the issues, attitudes and trends shaping America
- Find out which segments of the population live and consume in your target audience’s area
- “Aims to inform people around the world about population, health, and the environment towards the goal of empowering them to use that information to advance the well-being of current and future generations”
Roper Center Public Opinion Archives
- “Archive which preserves the data from polls conducted by several leading survey organizations for the use of researchers, students, and journalists”
- Some collections and resources are available online and browseable by topic
- Compiles links to hundreds of resources related to marketing, arranged by topics such as advertising, e-commerce, customer relationship management, law and much more
- Also provides access statistical resources, software for statistics and research, and tutorials
- A service of the Indiana Business Research Center at Indiana University’s Kelley School of Business
- Makes available data sets from dozens federal and state sources, along with some commercial and private source data
U.S. Bureau of Economic Analysis (BEA)
- An agency within the US Department of Commerce, the BEA “promotes a better understanding of the US economy by providing the most timely, relevant, and accurate economic accounts data an objective cost-effective manner”
Professional Groups/Organizations
Advertising Research Foundation (ARF)
- Association for practitioners from every avenue of advertising and marketing to gather and exchange ideas and research strategies
- Events and forums to network with other advertising and marketing professionals
American Association of Advertising Agencies
- National trade association representing the advertising agency business in the United States since 1917
- Find resources, news, events, forums, advocacy resources, and talen t development resources
American Marketing Association
- One of the largest marketing associations in the world with over 30,000 members who work, teach, and study in the field of marketing
- Find resources related to advertising, branding, research , strategy, metrics as well as professional events, trainings, publications, career opportunities and a community forum
Business Marketing Association
- Provides and promotes business to business marketing and communications
- The Direct Marketing Association is a global trade association was founded in 1917
- Represents nonprofit organizations and nearly half of Fortune500 companies.
Internet Marketing Association
- Designed to provide members with the opportunity to expand their knowledge and reach within the internet marketing community
- Aims to be the primary source of information and expertise for mobile marketing
- This association is dedicated to bringing together like-minded individuals in the industry and serving as a key advocate in the industry
Promotion Marketing Association
- Founded in 1911 based upon the four pillars of providing education, a community, networking opportunities and resources
- Founded in 1997 in Boston there is no cost to become a member of this association
- Provides a wide range of information and resources on web marketing
Word of Mouth Marketing Association
- The Word of Mouth Marketing Association has the goal of creating and enhancing products that are from brands that are spoken and “talkable” from person to person
Websites
- Private non-profit that produces, distributes and promotes public service campaigns on behalf of non-profit organizations
- Creative training and concept development tool for advertising and marketing professionals and students
- Website counterpart to the magazine which provides news, analysis and data on marketing and media
Advertising Self-Regulatory Council
- “A service of the advertising industry and the Council of Better Business Bureaus”
- “Establishes the policies and procedures for advertising industry self-regulation”
- Includes archive, events, and recent press releases
- An excellent resource for those interested in building and/or promoting a brand, this website provides, papers, events, a public forum and brand news as well as a glossary of terms related to branding
- Marketing, media and advertising terms and well and links to white papers
- Marketing news and newsletter which aims to help marketing oriented leaders and professionals build strong brand through fostering community among professionals and sharing of ideas and expertise
- Large resource for interactive marketing news, information, commentary, advice, opinion, research created to help interactive marketers do their jobs better
Interactive Advertising Bureau
- 600 leading media and technology companies that are responsible for selling 86% of online advertising in the United States
- “Aims to educate marketers, agencies, media companies and the wider business community about the value of interactive advertising”
- Resources pertaining to best practices, public policy, research and professional development
Know This: Knowledge Source for Marketing
- “Knowledge source for marketing since 1998”
- Includes tutorials, glossary, stories and access to the KnowThis blog
- News, opinions, trends, analysis, brands, intelligence, professional development and job searching for marketers
- “The world’s largest online social media magazine” which aims to help “businesses discover how to best use social media, blogs and podcasts to connect with customers, drive traffic, generate awareness and increase sales”