Marketing Strategies: Research & Literature: Scholarly & Professional Approaches Steven Fleisher, Academic Librarian, Outreach National University 2012-13 http://library.nu.edu/
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.
http://www.startupspace.com/profiles/blogs/what-are-some-of-the-things
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
Citation Formats
In the absence of a hard copy of:
You may consult: www.APAStyle.org
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
• Software• It’s easier to be original• Avoid it by:
– Citing/Quoting– Paraphrasing– Transitioning
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: [email protected]
Steven FleisherAcademic Librarian for Outreach & InstructionEngineering, Technology & Media LiaisonNational UniversitySan Diego CA 92123(858) 541-7934For more information, please visit my Research guide