Marketing Resources @ Smith Library

Finding reference works on marketing: in the library & on the Internet (Items coded BLUE not owned by ECSU)

Reference Books in Smith Library, located on the second floor

American Business Climate and Economic Profiles: A Concise Compilation of Facts, Rankings, Incentives and Resource Listings for all 319 Metropolitan Statistical Areas (MSAs) and the 50 States/ edited by Priscilla C Geahigan for Gale Research (1994 edition is a "Library Use Only" reference tool at WCSU and CCSU and is also available at HC102.2.A44 1994 in the Babbidge Library reference collection at UCONN/Storrs) provides a multitude of economic facts and figures relating to the larger cities in the USA. Individual states and Metropolitan Statistical Areas are profiled to show such information as gross state product figures, state tax rates, income data, quality of life statistics, and land area.  The title is no longer listed as a Gale publication and no newer edition is available.

The American Marketing Association (http://marketingpower.com), one of the largest professional associations for marketers, has 38,000 members worldwide in every area of marketing. For over six decades the AMA has been the leading source for information, knowledge sharing and development in the marketing profession.  The Marketing Power site includes job postings, best marketing practices, members only publications, conference information as well as access to some free demographic search tools and an online marketing statistics "textbook."

American Salaries and Wages Survey (Gale Research), Career Information Center reference HD4973.A67 (2003 edition), a "Library Use Only" reference tool, is a compilation of occupations and their corresponding salaries obtained from hundreds of federal and state government sources and various trade associations and journals. It provides extensive compensation information for industry, economic planners and developers, human resources professionals, employment counselors, job seekers and job changers. Arranged by primary occupation, this guide presents 40,000 salary statistics in an eight-column table. Each table provides occupation/type/industry; location; wage denomination; low, mid and high salary figures; source from which the information was collected; and date of sources.

Brands and Their Companies (Gale Research - new edition annually) is available in CCSU and the State Library reference collections.  An older edition is available at Smith Library (Reference TS223.V4 A25) This source lists manufacturers and distributors from small businesses to large corporations, from both the public and private sectors, offering complete coverage of more than 426,000 U.S. consumer brands; 115,000 manufacturers, importers or distributors; and companies that are out of business as well as brands that are no longer in production or are now considered generic.

Best Customers: Demographics of Consumer Demand (HC79.C6 R87 2005 in the Reference Collection) takes twenty general product categories, breaks them down into more specific goods and services, and analyzes the demographic and spending patterns related to each product.

Connecticut Market Data (Research Division, Public and Government Relations Division of the Connecticut Department of Economic and Community Development) ED55 CMD in the Connecticut Documents Collection.  This biennial publication presents an excellent summary of Connecticut demographic and economic statistics.   The data presented usually lags 2-3 years behind the year of publication, extending back for 5-10 years.  This source is also available online at http://www.state.ct.us/ecd/ the Department of Economic and Community Development website.   Five print editions are available at ECSU, print ends in 1999.

County and City Extra (HA203.C68 2005 in the Reference Collection from 1992 with some breaks) is an annual publication providing up to date statistical information for states, counties, and metropolitan statistical areas, congressional districts and cities with a population of 25,000 or more in the United States.   The volume is organized by type of geographic area with descriptive statistical tables.  Statistics include population, households, vital statistics, health, crime, education, income, construction and housing, labor force and employment, agriculture, and land and water.  Places, Towns and Townships is a companion volume.

Editor & Publisher International Year Book (PN4700.E4 1987 in the Reference Collection) provides directory information for daily newspapers in the United States and in countries throughout the world, as well as weeklies in the United States and Canada .  It includes information on newspaper groups, syndicates and news services, associations and trade organizations, industry-related products and services and an alphabetical contact directory of newspaper industry personnel.

Editor& Publisher Market Guide (Other CSU's hold current editions 2003-05 of this title) is a source of descriptive information for MSA and non-MSA markets in the United States and Canada plus market data for more than 1,600 cities and all 3,096 counties. This resource uses 91 variables to project the year's retail sales, income levels and demographic composition of the US based on economic indicators provided by the Department of Commerce, the Bureau of Economic Analysis, state data centers and chambers of commerce throughout the U.S. Projects year-end population, disposable income, personal/household income, total retail sales by category for every MSA and the top 250 countries and cities with daily newspapers. "Better Living Index," a relocation guide, ranking tables list and compare cost of living information, crime data, and education statistics by city. Comparable Data in 16 Categories, 1,397 U.S. newspaper markets: highways, distances to other major population centers - and defines vital local industries; transportation data covers motor freight carriers, rail, bus and air service; population figures for individual cities, regional totals; households in cities, towns and regions; number of banking institutions and total deposits by type; total of passenger cars registered; electric and gas meters;  principal Industries, number of workers in each type of industry, the principal pay days and the average weekly salary;  minimum and maximum temperatures for all four seasons; PH data, mineral content and fluoridation for tap water; principal shopping centers and frequently includes distances from the center of town, information about principal shopping days and which nights stores are open; names of department stores, discount stores, variety stores, chain drug stores, chain supermarkets, fast food outlets, automotive dealerships and others; the name, number of personnel and branch of armed forces; names the colleges and universities in the market, the number of students enrolled and whether they're 2- or 4-year institutions; days of publication, circulation, local contact names, titles and telephone numbers, as well as national representatives for newspapers.   Canadian markets population, income, household and retail sales data and 2005 forecasts by CMS.

European Marketing Data and Statistics 2006 (HD1107.E87 2006 in the reference collection) is a compendium of statistical information on the countries of Western and Eastern Europe. Published annually since the late 1960's EMDAS this is the 41st edition of detailed, current statistical information relevant for pan-European market planning. Time series data describe socio-economic trends over extended time periods. The volume has an alphabetical index and a list of the major sources of pan-regional and international information which have been used to compile the data.

Exporter's Encyclopedia (HF3011.E9 2005/06 and supplements in the Reference Collection) continues Exporters' Encyclopaedia World Marketing Guide.  Material is arranged geographically. For more than 180 countries there is a profile followed by marketing data; information on communications, transportation, business travel, key contacts; and a summary of trade regulations and documentation requirements. Each edition also includes brief sections on U.S. ports, U.S. foreign trade zones, World Trade Center Association members, U.S. government agencies providing assistance to exporters, foreign trade organizations, foreign communications, and on general export and shipping information and practice. The Exporters' Encyclopedia also provides tips on foreign business travel, business etiquette climate and holiday.

Market Share Reporter (HF1040.9.G2 1992-2006 in the reference collection) relies on published market share data, rather than an exhaustive analysis of companies and products.   MSR reproduces in tabular and graphic form market share reports from business journals and newspapers, and brokerage house reports, including 4,000 companies and 2,300 products and services. MSR is divided into chapters based on 2-digit SIC code numbers. Within each chapter, entries are listed according to 4-digit SIC numbers. Entries are indexed by original source, place name, product name, service, and company name.  Each entry includes a descriptive title; data and market description; a list of producers/ products along with their market share; and more.  The market categories actually reported are limited and the time lag from the date statistics were first published in cited secondary sources and then re-published in these volumes may be a problem for researches that need current information.

The Marketing Research Association (http://www.mra-net.org/) promotes excellence in the opinion and marketing research industry by providing members with a variety of opportunities for advancing and expanding their marketing research and related business skills. Since 1954, MRA has expanded to include companies and professionals in all segments of marketing and opinion research, including data collectors, full service research companies, users of research and those who provide related services.  MRA is a source for assistance and training information where researchers learn of new opportunities, markets and potential obstacles to future success. The Association is also a forum where marketing researchers discuss common problems, share ideas, and combine their collective efforts to build industry information and reduce major problems and threats.  MRA has important partnerships with CMOR, ARF, and the Interactive Marketing Research Organization, as well as involvement with ESOMAR and other worldwide research organizations.

Places, Towns and Townships (HA203.P62 in the Reference Collection for 1993, 1998, 2003) provides data for all the incorporated areas covered in the most recent census of population, including Census Designated Places and Minor Civil Divisions.  The volume is divided into three tables: census data for about 34,000 places; census, crime, residential construction and local government finance data for incorporated places with 10,000 people or more; and economic census data for incorporated places with 2,500 people or more.  This is a companion volume to County and City Extra.

Rand McNally Commercial Atlas and Marketing Guide, G1019.R22 in the reference collection (2004), includes U.S. city, county, and state maps, plus maps and statistics on communications, transportation, economics, and population.

Sales & Marketing Management is of special interest because of the August issue, Survey of Buying Power, which covers population characteristics, income, retail sales and buying power (disposable income) for states, metropolitan areas, counties and major cities.  ECSU owns 1997 issue (Reference HF5415 .S342).  Survey of Media Markets is a special October issue which presents similar data for metropolitan and non-metropolitan media markets, rather than cities and counties.

Standard Directory of Advertisers (Classified or Geographical editions),an annual two-volume publication also known as The Advertiser's Red Book, is the most comprehensive source for information on the advertising practices of 24,000 U.S. and Canadian companies spending a minimum of $200,000 on national and regional advertising. Companies may be accessed by 54 business categories or by state, province or city. Entries for companies advertising include SIC codes, business descriptions, statistics, personnel, approximate advertising expenditures, and media. Entries for ad agencies often include the companies and brand names handled and the executive assigned to each account. Volume two includes indexes by product by state or province, by brand name, by SIC code and by personnel. There is also a geographic index volume.

Standard Directory of Advertising Agencies, also known as the Agency Red Book, is the companion volume to the Standard Directory of Advertisers.  These "Red Books" provide information on agencies reporting a minimum of $200,000 in gross annual billings. Entries include: agency name, address, phone, e-mail, website, and number of employees, area of specialization, annual billing, and gross billing by media, clients, executives, special markets, and new agencies.

Standard Rate and Data Service (SRDS) publishes directories of advertising and marketing media and advertising rates in those media, including regional editions of national media.   These directories include: Business Publications Rates and Data, Television & Cable Rates and Data, Spot Radio Rates and Data, Consumer Magazine and Agri-media Rates and Data, Spot Television Rates and Data, Newspaper Rates and Data among others.  ECSU owns the SRDS Lifestyle Market Analyst.

This print service, published by SRDS and Equifax, provides market analysis of potential local, regional and national audiences. Use the Lifestyle Market Analyst to obtain data compiled from more than 12 million households.  Access to demographic, lifestyle and consumer segment profiles helps identify where certain consumers live and how they spend their money and free time. This source integrates data and is cross-referenced so you can find your ideal market. Market Profiles provide demographic and lifestyle information for 210 DMAs.   Lifestyle Profiles uncover the demographic concentrations of people with specific consumer interests.  Consumer Segment Profiles analyze demographic and geographic concentrations for 40 demographic segments and identify high-potential consumer market segments.

Statistical Abstract of the United States , published by the Department of Commerce and Bureau of the Census (HA202.A1 in the Reference Collection (1992-2003), C3.134/7: in the Government Documents Collection, and available online via an internet link from CONSULS), is the National Data Book of the United States .  It contains a wide ranging collection of statistics on social and economic conditions in the United States , as well as selected international data. The Abstract is also a guide to sources of other data from the Census Bureau, other Federal agencies, and private organizations. 

Ward's Business Directory of U.S. Private and Public Companies  (HG4057 .A575 in the Reference Collection, 1991 Geographic listing and Ranked Sales by SIC, 1992-1993 Ranked Sales by SIC, 1994 full edition in five volumes, 2001- subscription for Ranked Sales by 6 digit NAICS and 4 digit SIC groups. Ward's current editions list more than 114,500 companies, 90% of them private. Volumes 1, 2 and 3 provide current company information in a single A-Z arrangement. Volume 4 is a geographic company listing, offering evaluations of industry activity through rankings and analysis. Volume 5 gives national rankings by sales within SIC codes at the 4-digit level; Volume 8 presents these rankings by NAICS codes. Volumes 6 and 7 rank companies in each state by sales within 4-digit SIC codes and provide brief evaluations of industry activity of leading companies for each state.  The volumes of Ward's that ECSU collects are valuable tools for obtaining updated company and industry profiles, identifying market participants, studying market share, and analyzing market position.

World Retail Data and Statistics 2005 (HF5429 .W675 2005 in the Reference Collection) is Euromonitor publication which provides retail and socio-economic data across 55 countries worldwide. The data are in spreadsheet form both for individual countries and in comparative international tables. The book is divided into sections on Socio-Economic Parameters, World Retailing Trends, World Retail Rankings, and Country Snapshots. The data is gathered from national statistical offices, trade associations, banks, government economic development agencies, trade journals and newspapers, company financial statements, and sector-specific financial analysis organizations.

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