Marketing

This and other research guides are on the ACC Library web page under
Research Guides & Tutorials: http://library.sunyacc.edu

Adirondack Community College, 640 Bay Road, Queensbury, NY 12804
(518) 743-2260

Books | Reference books | Articles | Web sites

At any point in your research, please consult a reference librarian. Librarians are available whenever the library is open at (518) 743-2200 ext. 2462. Library hours are listed on the ACC Library's home page: http://library.sunyacc.edu.

Finding Books:

To find books or multimedia items, search the ACC book catalog (ACC Library web page > Finding Books > Catalog):

• Reference books, on the library’s main floor, don’t leave the library, so are always available.
• Circulating books, on the upper level of the library, may be checked out for four weeks.
• Videos, DVDs and music CDs may be borrowed by faculty. Students may use equipment near the video/DVD shelves.

Search tip: Start with a keyword search. When you find an interesting book, look for the subject headings in the book's online description. Click on any that refine your search best. Here are some subject headings to consider using:

Reference Books:

Reference books, on the main floor, can help you select a research topic. They also offer quick background information and overviews on subjects.

* These reference books are offered online in the Gale Virtual Reference Center database, mentioned below. 

Statistics:

These statistics books offer demographics, income, educational level, etc. Check sources at the bottom of the statistical charts; you can search those agency Web sites for more current information. Update the numbers from the books above with these Web sites: 

FedStats                            
http://www.fedstats.gov
Demographic & economic data and much more from 100 federal agencies. Use MapStats link for state, county and city statistics. Under Agencies by Subject, choose Economics (Census Bureau, Small Business Administration) or Labor (Bureau of Labor Statistics with wage surveys, more). Use Agencies by Subject > Labor > Bureau of Labor Statistics > Wages by Area and Occupation > Metropolitan Area Wage Data > For 375 MSAs > New York > Glens Falls MSA for this area’s wage and occupation data.

Consumer Expenditure Survey
http://www.bls.gov/cex/
Show how much Americans spend on specific types of consumer goods. Browse down page for most recent Consumer Expenditure Reports, or comparisons by region. From Bureau of Labor Statistics & Census Bureau. The "A-Z Index" is helpful.

Circulating Books:                              

Borrow circulating books for four weeks with a student ID or community borrower card. They are located on the upper floor of the library. Examples of marketing books you may borrow are:
- The marketing plan by William A. Cohen. (HF 5415.13 .C634 2006)
- Guerrilla marketing: Easy and inexpensive strategies for making big profits from your small business (HF 5415 .L477 2007);
- The art of woo: Using strategic persuasion to sell your ideas (HF 5438.25 .S48 2007)
- Simply better: Winning and keeping customers by delivering what matters most (HF 5415.335 .B37 2004)

Gale Virtual Reference Library:

You can search thousands of full-text chapters from more than 250 reference books published by Gale Cengage Learning. The ACC Library owns many of these books in printed format also. The Document Title search will search for your term in the chapter titles, giving you full-text chapters from the reference books. The content is the exactly the same as the original printed books. Find this database with these links: ACC Library Web page > Finding Books > Reference > Gale Virtual Reference Library. (Note: This is a subscription database. ACC students, faculty and staff may log in from off-campus with their campus network user names and passwords.)

Chapters from the Business Plans Handbook series may be of particular use. Type in a business such as "restaurant” in the first search box. Either type "business plan" in the second box, or limit the results to the subject area of Business. If you don’t find anything, try a new keyword: a synonym such as bar, café, etc. (If you're looking for business plans, it’s possible that one for your type of business has not yet been published in the business plans handbooks.)

Finding Articles:

Journal articles offer current and specific information and research. Search for journal articles by subject through any of the ACC Library's dozens of article databases. Many but not all offer full-text links to articles. Ask a reference libarian find the article though another database, print sources or interlibrary loan. Article databases are subscription-only products. ACC students and faculty may search these from home by following screen directions. To get your ACC student username and password, see Lookup Account and Password on the Student Portal page. For a full list of journals ACC Library receives, see the online Periodicals at ACC list or check the card file at the Circulation Desk.

From the ACC Library Web page, go to Finding Articles. Then, choose either:

• General Databases to find articles on a current, popular or multidisciplinary topic and need a mix of newspapers, magazines and scholarly journals; or
• Subject Databases to find specialized articles on one subject only, such as business, science, literature, nursing, etc.

Among the General Databases are:
● EBSCO's Academic Search Premier: Over 8000 journals; about half are full-text.
● JSTOR: full-text; 117 journals covering the arts, sciences and social sciences.
● New York Times: Current (1980-present) and historical editions (1851-2003).
● WilsonSelectPlus: Completely full-text; 1+ million articles from 1400 journals.
● New York State Newspapers: includes New York Times full-text.
● Opposing Viewpoints, CQ Researcher, more.

These business databases are especially useful for marketing research:

Under General Databases, Custom Newspapers and New York State Newspapers offer full-text newspapers such as the New York Times and Glens Falls' daily paper, The Post-Star.

The ACC Library subscribes to many business magazines and journals, including:

Advertising Age’s Web site, http://adage.com, links to a Data Center, blogs, more. In addition, the ACC Library receives dozens of trade journals, which might be useful for marketing researching in specific fields: Fine Homebuilding, Culinary Trends, Yoga, and dozens more.

Gary Price's List of Lists (http://www.specialissues.com/lol/) compiles information from Forbes, Enterpreneur Magazine, other trade journals and various professional/retail associations. The site lists top businesses in various categories. Some lists are from past years, some are from last year.

Web sites:

Here are some recommended Web sites. Of the billions of Web sites in the world, these are more appropriate for college-level research.

For more information:

Consult a reference librarian at any point in your research. You may also want to see other online ACC Library research guides.

For many more useful Web sites, see these online ACC Library research guides:  Starting a Small Business, and Companies and Annual Reports.

Updated July 2008/JM