Selected Resources
Marketing 313
Fall Semester, 2007


If you need further help, contact Heather Simoneau, x3052 after doing some preliminary searching on your topic in advance of setting up a meeting.

Table of Contents

There are many resources available at the University Libraries. They are in print, and/or on the Web. Some resources will provide information, which may answer your inquiry. Standard and Poor's Industry Surveys is an example of this type of resource. Others will direct you to a resource, which can answer your inquiry. Two examples are ASA, the library's online catalog and Statistical Reference Index. The resources that are listed below will provide a starting pointing for locating information that is needed for your project.
Company and Industry Information
There are two resources that will assist in locating items in the Lehigh University libraries and in other libraries.
  1. ASA, Library's Online Catalog. This lists all the items in the library and their location.
  2. WorldCat. This is a catalog listing over 51 million items including books, journals, Audio-Visual, and software. REMEMBER: over 25 thousand libraries are involved with this resource. In WorldCat, there are now full text articles available on this database on a LIMITED basis.

The following sources can provide information for your project. Sometimes, one source will give all the needed information while at other times; you will need many sources to locate the information. Generally, the latter is the rule rather than the exception. They are:

  1. The advertising red books. Advertiser, geographic. 659.112/S7852/FM-1-Ref URL for the web version of #1 and #2 is http://www.redbooks.com/. This web site will provide general information concerning the industry while the books provide more in depth information on the industry. Advertising
  2. The advertising red books. Agencies. 659.112 S78/FM-1-Ref. See #1 for more information.
  3. Brands and Their Companies. 380.1029/B817/FM-1-Ref. Latest edition is in reference. Competitors.
  4. Company/brand$. 659.1/C737/FM-1-REF. Last two editions are on reserve at the Fairchild Library's Circulation desk. Provides the advertising budget of a company and how much a company sends on each products over 10 media segments, e.g. spot TV. Competitors.
  5. Consultants and Consulting Organizations. 658.403/W322c/FM-1-Ref. Latest edition in reference. Promotion, advertising and Internet marketing.
  6. The Lifestyle Analyst. 659.1025/L722/FM-1-Ref.
  7. Market Share Reporter. 380.105/M345/FM-1-Ref. Size, concentration, market shares.
  8. Mergent Industrial Manual. (Formerly Moody's). 332.6/M8172/FM-1-ReF. Mergent produces other manuals covering banking, transportation, government, over the counter market, and the international scene. Ability to finance.
  9. North American industry classification system. 317.3/U588sa/FM-1-R-REF. Its URLs are http://www.census.gov/epcd/www/naics.html or http://www.census.gov/epcd/naics02/. Economy.
  10. Standard & Poor's Industry Surveys. 338/S784i/FM-1-Ref (On Reserve at the Circulation Desk, Fairchild Library). Market mix, concentration, profit level of buyers, balance among competitors, growth rate, market share, i.e., concentration, ability to finance, total estimated volume. This is available on the web via the Standard & Poor's Net Advantage.
  11. Standard and Poor's Netadvantage. This includes a variety of information includeing industry, stock, mutual funds and company . It has the Industry Surveys.
  12. Standard Rate and Data Service. The general call number is 659.1025/…/FM-1-Ref. Coverage includes television, radio. Cable, newspaper, and technology. Promotion, advertising, and advertising mix.
  13. Standard Industrial Classification Manual. 317.3/U5852/1987/FM-1-Ref. This resource is available in print and on the WWW. The URL for the manual is http://www.osha.gov/oshstats/sicser.html. Economy.14. World
  14. Market Share Reporter. 380.105/W927/1999-2000/FM-1-Ref. 1995-1996 is also available. Market shares, concentration.

These are additional resources that can provide information. They are:

  1. Associations Unlimited. This is also available in print and its title is Encyclopedia of Associations. Its call number is 061.3/G152e/FM-1-R-REF. Market shares, concentration, marketing mix, economy.
  2. Investext. Provides information on sales, company finances, and industry information. Market shares, concentration.
  3. Standard & Poor's Net Advantage. This resource has the Industry Surveys as noted in #9 of this section.
Journal Indexes and Other Resources
The journals can provide excellent information on a product and/or the industry. The problem is finding the appropriate article(s) in a reasonable amount of time. Where do you find these articles in a timely fashion? You can go through issue after issue to locate relevant articles. Or you can use the journal indexes to locate articles in reasonable amount of time. The URL is http://databases.lib.lehigh.edu/finder/. These are the primary indexes to use when searching for articles (all are available on the WWW unless otherwise noted):
  1. ABI-Inform Dateline. Indexes resources with local and regional business news coverage of companies, business. and the economy.
  2. ABI-Inform Global. About 45% of the articles are available in full text. Cyclicity, life cycle stage, marketing mix, concentration, market share, growth rate, technological, economy, regulatory, barriers such as legal monopolies.
  3. ABI-Inform Trade & Industry. Indexes resources with a trade or industry focus.
  4. Factiva. Contains information on company and industry. It has a full text Publications Library of 8000 items. Cyclicity, life cycle stage, size, marketing mix, concentration, market share, growth rate, technological, economy, regulatory, barriers such as legal monopolies.
  5. Investext. An excellent resource getting information on companies, industries and product information from 500 Wall Street and international brokerage firms. Cyclicity, life cycle stage, size, marketing mix, concentration, market share, growth rate, technological, economy, regulatory, barriers such as legal monopolies.
  6. Lexis-Nexis Academic. This has information on companies, industries and products. Size, life cycle stage, cyclicity, marketing mix, concentration, growth rate, technological, economy, regulatory, barriers such as legal monopolies.
  7. PsycInfo. A good source for articles concerning marketing, management of the organizations, and employee issues.
  8. WestLaw Campus. This covers decisions of the Federal and state courts, Federal and state statutes, and Federal and state regulations.

The next group of journal indexes is useful but of secondary importance. They are:

  1. Academic Index (Expanded) Mainly popular journals from various fields, i.e., business, literature, sciences, etc. Some articles are available in full text. Marketing mix, concentration, market share, growth rate, technological, economy, and regulatory.
  2. Applied Science and Technology Index. Covers articles in the engineering, technology and business fields. Marketing mix, concentration, market share, growth rate, technological, economy, and regulatory.
  3. Econlit. Mainly indexes research articles, books and conferences. Economy.
  4. Research Library. Similar to Infotrac in its journal coverage, indexing and full-text capability. Marketing mix, concentration, market share, growth rate, technological, economy, and regulatory.
Statistical Information
There are statistical resources available at the Library that will provide valuable information on your product. Some are located in the book section, i.e., Market Share Reporter. Others are available in other formats including fiche and on the WWW (more on the WWW later). The following are indexes to statistics available from many sources (these are on fiche located in the Library). They are:
  1. Lexis Nexis Statistical. This is an index of statistics that were previously published in the print indexes that are listed above. Also this is compilation of statistics from a variety of sources some of which are available in print and/or on the fiche at Fairchild Library. NOTE: Web version does not have all of the statistics that are available in print. Size, Growth rate, life cycle stage, cyclicity, marketing mix, concentration, profit levels, market share, economy.

The following are statistical publications that can provide useful statistics. They are:

  1. Demographics USA (ZIP ed.). 658.8/D383/FM-1-Ref. This provides statistics on population (including age and sex), effective buying income, employment by industry and retail sales. This is by Zip code. Target market, number of people in segment.
  2. Statistical Abstract of the United States. 317.3/U58s/FM-1-R-Ref. Current volume is kept in Ready Reference at Fairchild and on CD-ROM in Government Documents section of the Fairchild Library. Included at the end of each table is the original source for that set of statistics. The URL is http://www.census.gov/statab/www/. Economy.
  3. STAT-USA. This is a compendium of government statistical information on the Web. It gives information on general economic conditions in the United States, i.e., Consumer Price Index and Leading Economic Indicators. This compendium contains on the National Trade Data Bank. This gives information on foreign trade statistics of the U.S., trade opportunities and information on a foreign country's rules and regulations. Economy.
  4. Survey of buying power. 658.8/S963/FM-1-REF. Similar to Demographics USA (Zip Edition) in terms of coverage. Main difference is the use of MSA's in place of Zip Codes. Target market, number of people in segment.
  5. World Almanac and Book of Facts. 317.3/W927/FM-1-R-Ref. Back volumes are in the stacks at Fairchild. Its URL is http://newfirstsearch.oclc.org/dbname=WorldAlmanac;done=referer;FSIP. Economy.
World-Wide Web
Using a search engine, e.g., Google, you will find information that may be useful.  Examples are government, associations, and companies. They provide facts, figures, and reports that may be important to your research.  There are multi-search engines that makes searching the Web more efficient.  Dogpile.com is an example of these multi-search engines.  Its URL is http://www.dogpile.com.  Remember: anyone can put up a web page with information. Is the information on the web page reliable? Here are some examples of marketing on the Internet. They are:
  1. Company Home pages. These can provide information on a company, its financials and products that can assist in the development and the marketing of your product. An example of company web page is http://www.generalmills.com/corporate/.
  2. Marketing Virtual Library. URL IS http://www.knowthis.com/.

These are additional sites for statistics on the economy, population, etc., from the Federal Government. They are:

  1. Bureau of Economic Analysis. Its URL is http://www.bea.doc.gov/.
  2. Bureau of Labor Statistics. Its URL is http://www.bls.gov/.
  3. Federal Statistics site. Its URL is http://www.fedstats.gov/.
  4. Securities and Exchange Commission. Its URL is http://www.sec.gov/.
  5. U.S. Census Bureau. Its URL is http://www.census.gov/.

Additional web sites can provide statistics, links to other sites, opportunities for contacts. They are:

  1. Aerospace Industries Association of America (AIA). URL is http://www.aia-aerospace.org/.
  2. American Bankers Association (ABA). URL is http://www.aba.com.
  3. American Marketing Association. URL is http://www.ama.org/
  4. American Petroleum Institute. URL is http://www.api.org.
  5. Association of Online Professionals (AOP). URL is http://www.usiia.org (E-commerce).
  6. Grocery Manufacturers of America. URL is http://www.gmabrands.com.
  7. Interbrand. It has a section called Brandpapers. This is a good source for information on brands and related topics. Its URL is http://www.interbrand.com/.
  8. National Association of Chain Drug Stores (NACDS). URL is http://www.nacds.org.
  9. Pharmaceutical Care Management Association (PCMA). URL is http://www.pcmanet.org.
  10. Pharmaceutical Research and Manufacturers of America (PMA). URL is http://www.phrma.org.
  11. A web site for locating materials in addition to the library's resources is the Louisiana State University Libraries' Marketing resource page. URL is http://www.lib.lsu.edu/bus/marketin.html.
  12. Resource pages from Northeastern University (Boston, Mass.) concerning business and economics. The URL is http://www.lib.neu.edu/gateway/subjects/business/ and http://www.lib.neu.edu/nulis/subjects/economics.htm. There is more resource pages from various entities, example: universities and societies that can assist in locating information.
  13. Yahoo.com. This is an excellent site for company information. Its URL is http://dir.yahoo.com/Business_and_Economy/.

The Internet can provide a wealth of information for size, concentration, market share, growth rate, economy, advertising, and Internet marketing. REMEMBER the warning in the first few sentences of the WWW. Is the information on the web page reliable?

Market Share Information
Marketing 313
Spring Semester, 2007

What is market share?
This is a two-part definition depending on the comparison desired:

  1. a firm's percentage of its industry's total sales. (expressed in a dollar and/or unit basis)
  2. total number of units of a product (or their dollar value) expressed as a percentage of the total numbers of units sold by all competitors in a given market. Similar terms: brand share, share of the market.**
Library resources
  1. Associations
    · Associations Unlimited. Associations provided excellent information that is often free BUT detailed information can cost $$$. Its print counter part is Encyclopedia of Associations. Call number is 061.3/G152e/FM-1-R-REF.
  2. Statistical Information
    · Investext. This has industry and company information from the analysts' reports.
    · Market share reporter. 380.105/M345/FM-1-Ref. Information is gathered from trade publications and newspapers. 1999-2000 edition is available.
    · Mergent's Manuals. (Formerly Moody's) 332.6/M817i/FM-1-Ref.
    · Statistical Reference Index. 317.3016/S797/Ref. Covers statistics printed by non-Federal Government agencies, i.e., associations, commercial publishers, states, etc. Available on fiche since 1980 at Fairchild Library.
    · Lexis Nexis Statistical. This is compilation of statistics from a variety of sources.
    · Standard and Poor's Industry Surveys. 338/S784i/FM-1-Ref (On Reserve at the Circulation Desk, Fairchild Library). It has market share information on 53 industries. Also, this is available on the web via Standard & Poor's Net Advantage.
    · Value Line Investment Survey. 332.6/V215/FM-1-Ref. (On Reserve at the Circulation Desk, Fairchild Library) This has quantitative and qualitative information for industries and companies.
    · World market share reporter. 380.105/W927/FM-1-REF. 1999-2000 edition is available. Information is provided for over 1000 entries covering 270 geographical locations. Organized by SIC code.
  3. Journal Indexes
    · ABI-Inform Dateline, ABI-Inform Global, ABI-Inform Trade & Industry, Academic Index, Factiva, Lexis-Nexis Universe, and Research Library.
    · These indexes have full text articles that may provide information on a given industry. The URL is http://databases.lib.lehigh.edu/finder/.
  4. Internet
    · Company web pages. Example is the Hershey Company. It URL is http://www.thehersheycompany.com/.
    · Industry Web pages: example is http://www.activemedia-guide.com.
    · SEC Edgar Database. Its URL is http://www.sec.gov/.
    · Search Engines. Examples: Google, Dogpile.com, Altavista.
  5. Other Resources for market share located at these sites.
    · Duke University. Its URL is http://www.lib.duke.edu/reference/subjects/business/m_share.htm.
    · Rensselaer at Hartford (Division of Rensselaer Polytechnic Institute, Troy, N.Y.) Its URL is http://www.ewp.rpi.edu/hartford/library/subject/market.htm.
    · Rensselaer Polytechnic Institute. Its URL is http://library.rpi.edu/update.do?artcenterkey=453#market.

**Rosenberg, Jerry. Dictionary of Marketing Terms and Advertising Terms. New York, Wiley, 1995. The definition is found on page 196.

Heather Simoneau, Business Librarian
Office: Rm. 345, Rauch Business Center.
Hours: Mon.-Fri., 8:00-4:30.
Phone: 83052