LibGuides: MARK 231: Principles of Marketing: Consumers & Markets

MARKETING

Overview Articles

From the Crowd to the Cloud / Greg Verdino
Five Ways That Big Data Will Make Us Smarter Marketers
From the American Marketing Association Resource Library

Setting up Google Scholar for Off-campus Access

Searching Google Scholar provides a simple way to broadly search for scholarly literature. Tell Google Scholar you’re affiliated with Colorado Mesa and you’ll be linked to resources in our databases:

To access Google Scholar, go to scholar.google.com
Within Google Scholar, click on the Settings link in the top right corner (near the fly-wheel icon)
On the next Scholar Settings page, select Library links from the left-hand menu
Type “Colorado Mesa University” in the Show library access links search box
Check the box next to Colorado Mesa University—Full-text available
Click Save to save this setting.

Google Scholar can be used to search on a topic, but it is especially effective for tracking down a specific article. If the article is available in full text through the library databases, a link will be provided to the full text. Google Scholar also tracks articles that have referenced a specific article and so can be used to follow a trail of scholarship on a topic. Under an article of interest, click on the “Cited by” link to see a list of the subsequent articles that have referenced it.

Guide to Sources - Marketing

Business Reference Services - Market Segementation
In order to know the potential market they must identify the characteristics of individuals likely to be interested in that particular product or service, establish how many such individuals there are, as well as study how these people behave and respond to particular advertising approaches.
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This guide includes books and other resources that discuss marketing to particular segments of the population along with other sources that are important in determining the size and power of a particular market segment. Also included are statistical books and other sources whose main focus is on a specific generational, ethnic or other group. In addition, the guide includes references to selected articles and online sources, as well as hot links to relevant subject searches
U.S. Census Bureau - American FactFinder
The American Community Survey is a nationwide survey designed to provide communities a fresh look at how they are changing; The Economic Census profiles the U.S. economy every 5 years, from the national to the local level and by detailed industry and business classification. The Population Estimates Program publishes estimated population totals for the previous year for cities and towns, metropolitan areas, counties, and states
Consumer Expenditure Survey (CE)
The CE is important because it is the only Federal survey to provide information on the complete range of consumers' expenditures and incomes, as well as the characteristics of those consumers. It is used by businesses and academic researchers studying consumers' spending habits and trends, by other Federal agencies, and, perhaps most importantly, to regularly revise the Consumer Price Index market basket of goods and services and their relative importance.