What will you find here?
Scope
This guide provides guidance and links to use when researching marketing and advertising topics.
Marketing
"pertains to the interactive process that requires developing, pricing, placing, and promoting goods, ideas, or services in order to facilitate exchanges between customers and sellers to satisfy the needs and wants of consumers." (Marketing, Encyclopedia of Business and Finance)
Advertising
“the circulation of information and product endorsements that attempt to persuade people to consume particular goods and services.” (Advertising, Encyclopedia of Consumer Culture)
Handbooks in Discover
Discover is a meta-search that finds resources on a huge variety of topics, including encyclopedias on marketing and advertising topics.
Background resources include encyclopedias, dictionaries, and handbooks. Try using these words along with a marketing or advertising term. Limit to Monographs (for print and eBooks) or eBooks if you only want digital books. You might limit by Published Date.
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Discover This link opens in a new window
Blume Library's primary search tool. This robust feature helps scholars find scholarly journals and articles, books, eBooks, music, videos, government information, and more. Input the keywords of your research to generate a results list full of articles and items covering the topic. Use boolean phrases (AND, OR, NOT) and other limiters to focus a search or modify a results list. This tool searches most of the Blume Library holdings including the Library Catalog of physical items and eResources.
Learn more about this powerful resource: DISCOVER
Reach out to a Blume Librarian for research assistance: RESEARCH ASSISTANCE
Find Articles in Databases
Use databases to find journal, magazine, and newspaper articles on marketing and advertising topics.
Best Bets
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Business Source Premier This link opens in a new windowBusiness Source Premier is the third largest database in the Business Source family. It offers access to 1,018 active full-text journals. It provides researchers with essential business journals such as Harvard Business Review, Academy of Management Journal, Academy of Management Review, Management Science, Marketing Science, MIS Quarterly, Bloomberg Businessweek, Forbes, Fortune, and many others. It is a popular resource found in many business research settings worldwide.
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Nexis Uni This link opens in a new window
Includes local, regional, national, and international newspapers, as well as non-English language news; business information about US and international companies; federal, state, and international legal materials including case law, media transcripts, and more.
Nexis Uni features more than 17,000 news, business, and legal sources—including U.S. Supreme Court decisions dating back to 1790. -
Access Business News This link opens in a new windowA collection of business newspapers, newswires, and journals from around the world that discuss business-specific information and topics.
Other Options
Discover locates materials from a variety of disciplines. You can locate more results here but you will have to either have unique terms or limit by discipline.
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Discover This link opens in a new windowBlume Library's primary search tool. This robust feature helps scholars find scholarly journals and articles, books, eBooks, music, videos, government information, and more. Input the keywords of your research to generate a results list full of articles and items covering the topic. Use boolean phrases (AND, OR, NOT) and other limiters to focus a search or modify a results list. This tool searches most of the Blume Library holdings including the Library Catalog of physical items and eResources.
Learn more about this powerful resource: DISCOVER
Reach out to a Blume Librarian for research assistance: RESEARCH ASSISTANCE -
Google Scholar This link opens in a new windowGoogle Scholar is a freely accessible web search engine that indexes the full text or metadata of scholarly literature across an array of publishing formats, times, and disciplines. Check your Google Scholar settings to get access to items available through the Blume Library. **Only use academically sound resources. When in doubt, check with a LIBRARIAN
You can find a complete list of business-related databases on the AZ list.
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Business & Economics Databases (AZ)complete list of Business & Economic databases, links to research guides on these topics, and the subject librarian for this area
NAICS
The North American Industrial Classification System (NAICS) codes listed below may be used in some sources to locate marketing and advertising sources on companies, industries, employees, etc.
Be aware that there are other possibilities. Be sure to check the NAICS search to find more options if these examples don't help you.
- 541613 Marketing Consulting Services
- 541810 Advertising Agencies
- 541820 Public Relations Agencies
- 541830 Media Buying Agencies
- 541910 Marketing Research and Public Opinion Polling
This U.S. Census website describes NAICS codes and includes tools to find these codes.
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NAICS - Introduction and SearchDescribes the NAICS classification system. Also, the Industry Research guide gives more information about NAICS and past classification systems.
Related Guides
Attribution
This guide is adapted from the BRASS Business Guide - Advertising and Marketing which is licensed under a CC BY 4.0 Creative Commons Attribution 4.0 International license.