Marketing (General)  

The Auraria Library's Marketing books and DVD's are located in several areas.  These resources can potentially be found in the Reference, Periodicals, Government Documents, Reserves/Media and 2nd Floor collections in the Library (all DVD's are found in Reserves/Media only). Most materials in Government Documents, and all of those on the 2nd Floor (outside of Archives), can be checked out. Those in the other collections mentioned cannot.

Within each collection, materials are usually arranged and located by call numbers. The call number refers to a subject. Most of the library's materials in the areas of Marketing are assigned the following call numbers:

BF -  Psychology

To seach the Library's catalog for specific titles, authors or subejcts, please go to: http://aurarialibrary.worldcat.org/.

This guide lists the Auraria Library's research resources in the area of Marketing.  These include article databases, internet resources, books, DVD's and more.  Some of these resources are databases which provide articles and information on business in general, and not just on Marketing.  These may include information on companies, industries, trade relationships, management, etc.  Please contact "Your Librarian" (see right) if you have questions about these resources or need assistance in using them.

Click on any of the headings below to find articles in that subject area.  Under each heading are a number of databases that can be used to find articles for that subject.  To the right of each heading is the name of a major database for that particular subject.  You may want to start your research there.

TIP: For databases that do not contain the full text of an article, remember to check Journal Finder in Skyline, from the Auraria Library's home page, to see if the journal your article is in can be accessed in full text in any other databases or in the Library. If you cannot find the full text of a particular journal, use Prospector to order journal and magazine articles that Auraria Library doesn't own or use ILLiad to order a journal article from outside Colorado.

TIP - Demographic data is of key importance in market research, where markets are often segmented by such variables as age, sex, income, marital status, race, and family size. To start you research find the SIC and NAICS code for your industry.  The resources listed below can help you find those codes, and to do your marketing plan.

SIC Manual (Standard Industrial Classification) 

NAICS (North American Industry Classification System)  --  Replaces SIC, however, many databases still use SIC , so you will need to use both systems in some cases.

NAICS/SIC Correspondence Tables

American Factfinder --  From the Census Bureau.

The Right Site -- Demographics and marketing data from all over the U.S.  Includes TV marketing areas.

Population Reference Bureau -- Data from a non-profit organization.

Colorado State Data Center

Colorado by the Numbers

Documents Center  -- University of Michigan -- Provides an excellent, extensive, annotated list of demographic information available on the web.  Includes international information.

SEE ALSO

Yahoo: Business and Economy   http://www.yahoo.com/Business

Gallup Organization   http://www.gallup.com/

Guerrilla Marketing   http://www.gmarketing.com

Thomas J. Beck

email:

thomas.j.beck@ucdenver.edu

telephone:
303-556-8371

Subjects:
Professional Studies; Business; Health Administration; Environmental Policy; Hospitality, Tourism and Events; Human Performance & Sport; Leisure Studies; Law/Paralegal; Criminal Justice; and Public Affairs.