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MKT 336: International Marketing: Brand/Product
Secondary/Data Sources

This assignment guide was created to assist students in locating secondary/data sources for course related international marketing group projects.

The fundamental objective of the project is to develop a thorough understanding of the opportunities and challenges involved in developing and marketing products and services for global markets.

The first part of the project involves analyzing a country's geographical, social/cultural, economic, regulatory & political environments as well as technological readiness. The second part of the project concerns the development of a marketing plan for a specific product/service within an assigned country.

The guide focuses on suggested strategies and best places to begin research efforts. For information & assistance in using any of the sources, please contact library staff:

• In person, at the MCOB Library Service Desk
• By phone @ 251-414-8067
• By email @ dlharrington@usouthal.edu

For specialized assistance, please contact the Business Reference Librarian to set up a consultation appointment:

• By phone @ 251-460-7998
• By email @ dlharrington@usouthal.edu

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Country Analysis	Competitive Analysis/Industry	Marketing Plan/4 P's
Brand/Product	Demographics/Target Market	Citation Style Guides

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Product/Brand Information

Advertising Age Encyclopedia of Advertising
MCOB Reference HF 5803 .A38 2003 v. 1-3
"In addition to the agency histories, one finds entries for advertisers, brands, and campaigns (Airlines; Geritol; Kraft Foods, Inc.; Yahoo!); individuals (Burnett, Leo; Hearst, William Randolph; Packard, Vance); practical and theoretical aspects of advertising (Infomercial, Music and jingles, Package design, Psychographics, Targeting); and social, cultural, and historical issues (Consumer movement; Cultural symbols; Minorities: Representations in advertising)."

BrandWeek Directory
MCOB Reference HF 5837 .E53 2000 v. 1-2
"Listings in the BrandWeek Directory include key brand marketing personnel and corporate executives, location, phone and fax numbers, and when available, advertising agencies and annual media expenditures."

Business Source Premier (EBSCO)
Provides the full-text for more than 8,800 titles covering all areas of business. Additional full-text, non-journal content includes market research reports, industry reports, country reports, company profiles and SWOT analyses.

Click on advanced-search at the top and try the various searches listed below:

1. In the first search-box enter your company name and use the pull-down menu to select 'company/entity'. In the second search-box, enter the product or brand name.
2. In the first search-box, enter the product or brand name as a keyword. In the second search-box, enter consumers and use the pull-down menu to select 'subject'.
3. In the first search-box, enter American Demographics and use the pull-down menu to select 'publication title'. In the second search-box, enter the product or brand name.
4. In the first search-box, enter the brand name as a keyword. In the second-search box, enter the term advertising.

Encyclopedia of Consumer Brands
MCOB Reference HF 5415.3 .E527 1994 v. 1-3
Profiles 600 of the most popular brands in America that have been prominent since 1950.

Vol. 1: Consumable brands
Vol. 2: Personal products
Vol. 3: Durable goods

Encyclopedia of Major Marketing Campaigns
MCOB Reference HF 5837 .E53 2000 v. 1-2
Profiles 500 of the most notable advertising and marketing initiatives of the 20th century. Covers campaigns that were important for their innovation, for their effectiveness in selling products or services, or for the significance of their companies.

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Last Updated: 9/19/07 DLH