Marketing
Guide to resources, both print and online, for Marketing study
Fall 2023 Special Considerations
- Gem State ProspectorLocate local businesses within specific industries
- Will AI Destory the Internet and Take Your JobThis entertaining 20 minute video provides an excellent overview to AI, its uses, limitations, and biases.
Locating articles, when search terms have multiple contexts
These marketing strategies will be difficult to isolate in article searches:
- Try more complex searches to add context (e.g. corporate and holiday and gift*)
- Go broader and search for small business marketing, rather than the specific industry
- Use bibliographies and related articles whenever you find something relevant
- Allow yourself plenty of time!
Top Databases
For this assignment, use for:
- Locating secondary sources like news, magazine, trade, and journal articles about your proposed marketing strategies (corporate gifting, B2B marketing and sales, marketing ROI, etc. )
- Locating information about the overall market, advertising trends for similar companies, or evidence of successful campaigns.
- Locating secondary sources like news, magazine, trade, and journal articles about your company's business model and how to market within that model
For this assignment, use for:
- Locating news, magazine, trade, and journal articles about your proposed marketing strategy. ABI/INFORM and Business Source Premier do not have many overlapping titles so you will want to try your article searches in both databases.
- Locating news, magazine, trade, and journal articles about your company's business model and how to market within that model.
For this assignment, use for:
- Locating secondary sources like news, magazine, trade and journal articles about your proposed marketing strategies (social media for franchisees, SEO, direct mail, etc.)
- High level articles - look for information about small businesses rather than the specific industry
Mergent Intellect
Locate companies and consumers
- Mergent IntellectBuild company competitor or B2B lists based on industry, size, etc.
or
Build consumer lists based on demographics and lifestyle factors
- Building a Company List in Mergent IntellectThese instructions will help you locate company information or build a list of companies by location, industry, size, etc.
Making Google Work for You
- Use "Settings" to go to Advanced Search and add limiters similar to a library database
- There is no authoritative Top Level Domain (TLD). All domains (.org, .edu, .com, .gov) should be checked for accuracy and credibility
- Visit at least the first three pages of results. Remember, paid advertising has pushed many of these results to the top rather than actual relevance
- Try an Image or Shopping search too; sometimes it is easier to visually identify a relevant page than to read meta description tags
- Search within specific websites too. Not all web content may be indexed by the search engine; you may need to use a page's internal search to locate relevant products or information
Tools for Organizing Research
- TrelloCreate boards, lists, and cards so you can organize by source type, save links, and make notes. Share board access with the full group.
- ZoteroA free online tool for managing citations. An in-browser button lets you capture things quickly. Share and collaborate with your group.
- G Suite (Google Docs)Use a shared drive to compile docs, sheets, and Jamboards that can be easily accessed by the full group. You have access to G Suite through your Boise State account.