Shatford Library

Shatford Library

Marketing

1. Library Catalog - Find Books and Media

The library catalog is a database of books, media and course reserves located in the library's collection. To find resources in the library by subject, you will need a call number which is based on the Dewey Decimal Classification System and leads you to the specific item on the shelf. To find the call number, use the library catalog. (http://library.pasadena.edu/vwebv/searchBasic)

Basic Search

Use the Basic Search to look for an item using keyword anywhere or in a specific field (eg. title field or subject field).

To find information about a person, use Basic Search within Subject Browse (select from the drop down menu).

To find information on a topic, you can use your keyword search results to identify library subject headings or you can select the Subject tab and type in a library subject heading.

Subject headings:

  • Advertising
  • Advertising campaigns
  • Marketing
  • Marketing - Management
  • Market segmentation
  • Retail trade
  • Selling

Related subjects: (broader, narrower and see also)

  • Advertising - Psychological aspects
  • Advertising - Social aspects
  • Green marketing
  • Merchandising
  • New products
  • Product life cycle

To search for a title you have two options: 1. select title from the drop down menu (to search by title keyword) or 2. select title browse from the drop down menu, to search by exact title wording. (Skip the first word of the title if it is an article, e.g. 'a', 'an' or 'the').

To search by author, select the Author tab, then type in the author's last name, first name, e.g. 'Hemingway, Ernest'.

Advanced Search

Advanced Search is used to combine topics, select search fields, and use other limitors to narrow a search.  You may want to search for an item using part of a title and selecting the title field from the drop down menu.  Another option is to search by ISBN.

Examples of combined searches:

Search for: advertising [all of these], Search in: [Keyword Anywhere]
AND
Search for: cigarettes [all of these], Search in: [Keyword Anywhere]

Search for: marketing [all of these], Search in: [Keyword Anywhere]
AND
Search for: youth children teenagers [any of these], Search in: [Keyword Anywhere]

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2. Reference Books

Basically, there are two kinds of reference books: general resources, which are broad in scope and deal with all fields; and specialized resources, which deal with specific disciplines such as marketing. The titles cited below are only a representative sample of many specialized reference books that are available in the library.

Dictionaries

  • Understanding American Business Jargon: a Dictionary  REF 650.3 F 1
  • Dictionary of Marketing Terms  REF 658.803 D 1

Encyclopedias

  • The Advertising Age Encyclopedia of Advertising    REF 659.103 A 1
  • Encyclopedia of Major Marketing Campaigns   REF 659.1 E 1
  • Encyclopedia of Consumer Brands    REF 658.834 E 1

Other Reference Material

  • All American Ads (6 vols., each covering a specific decade eg. 80s)  REF 659.103 A 2
  • New York Public Library Business Desk Reference   REF 651 N 1
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3. Databases and Indexes - Find Articles

To access databases from the main library page, look for Browse Databases by name | by subject (http://www.pasadena.edu/library/dbsubject.htm)
  • Use Proquest, a database of periodical articles, to find magazine, journal, trade publication, and newspaper articles about marketing. As with the catalog, search under a variety of terms. Use Proquest also for access to the LA Times, USA Today and New York Times.
  • Use SIRS Knowledge Source , Articles about Arts and Humanities, articles from popular magazines, newspapers and U.S. government publications.
  • Use Opposing Viewpoints to locate articles about social issues. Includes opinion articles, topic overviews, statistics, primary documents, and full-text periodical articles from magazines and newspapers.
  • To browse or search to see if the library has a subscription to a particular magazine, newspaper, or journal title use the Periodical Title List. (http://dv2dw2vb3l.search.serialssolutions.com/)
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4. Resources on the World Wide Web

Finding reliable information on the web can be difficult.
Use the Librarians' Internet Index www.lii.org (Advertising & Marketing section)or see recommended websites below.

KnowThis.com: Knowledge Source for Marketing
 http://www.knowthis.com/
Marget Segmentation: a Guide to Sources of Information

http://www.loc.gov/rr/business/marketing/

Marketing Power: American Marketing Association
http://www.marketingpower.com/Pages/default.aspx
Marketing Research Association
http://www.mra-net.org/
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last updated: 06/11/2009 by P. Johnson revision #3