Marketing Strategies: Research & Literature: Scholarly & Professional Approaches

Marketing Strategies:Research & Literature:

Scholarly & Professional Approaches

Steven Fleisher, Academic Librarian, OutreachNational University

2012-13

http://library.nu.edu/

Marketing Strategies:Research & Literature

Welcome to our MKT 302A group! We are glad that you have requested library training, once again. Your library liaison Steven Fleisher, will be discussing effective literature strategies, to enable you to present a high-quality marketing design.

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Learning Outcomes

After attending the marketing literature training, the student will be able to:

• Search for a SWOT analysis, and *cite it• Search for a corporate annual report• Locate two marketing or business case studies• Locate an industry report• Open two research documents one from ProQuest; and one from

Business Source Premier• Research the competitive positioning statement for a company

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Project Statements

Prior to requesting a consultation, please ensure that your thesis statement has been approved by Professor

Silverstone.

What Constitutes “A” Level Work?

Appropriate references:• Case studies

• Academic journals and monographs• “Experts in the field” interviews• Complete & accurate citations

• Quotes, paraphrases, with interpretations

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Company Strategies

Publication Examples• The Economist• Euromonitor• Ad Age• Strategic Management Journal • Business-Strategy-News.com (McKinsey Quarterly)

Marketing Plans

Recommended Sources:• Federal Trade Commission• HBR Blog• Gale Virtual Reference (search through

AquaBrowser)• Small Business Administration

Annual Reports (or Quarterly)

www.SEC.gov (Reports available via

PDF)

Citation Formats

In the absence of a hard copy of:

You may consult: www.APAStyle.org

Citation Formats

APA Formatting: Remember—• Hanging indentions

• Capital v. small letters

References All consulted works, become part of your reference

section. In general, the largest part of the research pursuit will focus on academic works. Your professor will assign the specific percentages required for each of the following levels of research—recommendations are in red:– Scholarly/Peer-reviewed journals (up to 70%)– Professional Literature (15%) – Trade documents (10%) – Statistical reports (5%)

Plagiarism

http://tinyurl.com/7hdn35k

Plagiarism

• Software• It’s easier to be original• Avoid it by:

– Citing/Quoting– Paraphrasing– Transitioning

Scholarly Works

Scholarly Works: Master’s Theses Are Available!

ProQuest

Scholarly Works:Conceptuals, Viewpoints

Search Emerald, The Spectrum Library’s selective subscription of management literature. Research document types include:

• Case Studies• Viewpoints• Conceptuals• Academic Research Papers

Emerald Insight

Scholarly Works:Working Papers: SSRN

Through a publishing cooperative arrangement, ProQuest indexes the

working paper holdings of Social Science Research Network. Results are downloadable, being

available as PDF.

Case Studies

• The Times 100• Emerald

– Access through the research guides• Harvard Business Review

– Search on AquaBrowser– Access full text through Business Source Premier

Professional Literature

• Magazines• Newswires• Newsletters

http://www.economywatch.com/slideshow/the-10-biggest-luxury-brands-on-the-planet.html

Examples:• Bloomberg

• Economy Watch• CSR Wire

• *Lexis Nexis• Marketing

Power• Adweek

Professional Literature (SWOT)

Copyright © 2008-2012 Digital Leftovers, LLC

What is a SWOT analysis?

Professional Literature (MarketLine)

Business Source Premier

Cite any/all analysis (-es) used in your research…

Digital (E-) Marketing Great titles! Where to begin…http://

nu.libguides.com/SmartSearch

Complete this form.

Our Access Services staff will check the availability.

You can request these titles through Books Direct.

Consultations

PREPARATION:• Accepted statement• Preliminary reference list• Due dates for each draft; final copy

Consultations

Contact me:Steve: sfleisher@nu.edu

858-541-7934RefDesk@nu.edu

Steven FleisherAcademic Librarian for Outreach & InstructionEngineering,  Technology & Media LiaisonNational UniversitySan Diego CA 92123(858) 541-7934For more information, please visit my Research guide