Northern Kentucky University

Marketing Reference Items

These are suggestions only and do not reflect the full range of materials that may be useful to you. For additional assistance, Ask Steely Library!

Credo Reference E-Books

An interdisciplinary collection of online reference works, including such titles as The Elgar Companion to Consumer Research and Economic Psychology, Contemporary Youth Culture: An International Encyclopedia, and U.S. Census 2000 State & County Statistical QuickFacts

Market and Industry Reports

Market Research Reports

Published by well-known market analysis sources including Datamonitor, Gartner, Inc. and ABS Energy Research. The reports contain the latest news, analysis and opinion covering the month's major issues and events in various industries.

Online full-text version: available through Steely Library's subscription to Business Source Premier Enhanced Business Searching Interface.

Datamonitor Industry Profiles

Covers market overview, market value, market volume, market segmentation, the competitive landscape, leading companies, market forecasts, and macroeconomic indicators for a variety of industries.

Online full-text version: available through Steely Library's subscription to Business Source Premier Enhanced Business Searching Interface.

U.S. Standard Industrial Classification System (SIC)

Find your industry code.

Online full-text version

North American Industry Classification System (NAICS)

Find your industry code. The NAICS replaces the SIC system, but many sources still use the SIC.

Online full-text version

Tables showing correspondence between NAICS and SIC

Mergent Online

To locate competitors in an industry, find a list of companies with the SIC code for your product. This source covers publicly-held companies only.

Steely Library subscription database is available: Mergent Online.

Lexis-Nexis Academic Search (click Business, then click Company Profiles)

To locate competitors in an industry, find a list of companies with the SIC code for your product. This source includes private companies as well as publicly-held companies.

Steely Library subscription database is available: Lexis-Nexis Academic Search.

Market Share Reporter: An Annual Compilation of Reported Market Share Data on Companies, Products, & Services

Presents comparative business statistics. Provides an overview of companies, products and services and cites original sources. Arranged by four-digit SIC code. Each entry features data and market description; a list of producers and products along with their market share; and more.

Print issues location: REF HF5410.M35 - Annual

Demographics, Consumer Profiles: The Market

SRDS: The Lifestyle Market Analyst

Provides market analysis of potential local, regional and national audiences. Use this source to obtain data compiled from more than 15 million households. Access to demographic, lifestyle and consumer segment profiles help you locate your best prospects. You can identify where certain consumers live and how they spend their money and free time.

Breaks down the American population geographically. Includes extensive lifestyle information on the interests, hobbies, and activities popular in each geographic and demographic market.

Also use this source to locate consumer magazines and direct mail lists targeted to each lifestyle profile

Print issue location: REF HF5415.33.U6L54 - Annual

Rand McNally Commercial Atlas & Marketing Guide

Contains population, economic, and geographic data for more than 120,000 U.S. places, complete with large-scale, detailed maps. Thematic maps complement the raw data listings. Features include: census information, population estimates, population projections; latest estimations on population for the U.S., states, counties, cities, MSAs, CBSAs, RMAs, trading areas, and ZIP Code Service areas; data from Censuses of Retail and Wholesale Trades as well as manufacturing information on income, buying power, and sales; military, higher education, and agricultural data.

Print issue location: Atlas Table - Annual, two vols.

Editor & Publisher Market Guide

Uses 91 variables to project the year's retail sales, income levels and demographic composition of the US. The forecasting model is 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.

Contains Market Ranking Tables which give year-end projections that tell how every MSA and the top 250 countries and cities with daily newspapers will stack up by year end. Includes population, disposable income, personal/household income, total retail sales by category.

A Better Living Index," a relocation guide, contains ranking tables that list and compare cost of living information, crime data, and education statistics by city.

Includes: number of workers in each type of industry, the principal pay days and the average weekly salary;covers principal shopping centers and their distances from the center of town, with information about principal shopping days and which nights stores are open; the names of department stores, discount stores, variety stores, chain drug stores, chain supermarkets, fast food outlets, automotive dealerships and others; military Installations including the name, number of personnel and branch of armed forces.

Includes newspaper information that covers days of publication, circulation, local contact names, titles and telephone numbers, as well as national representatives

Print issue location: REF HF5905.E38 : Annual

County and City Data Book / U.S. Census Bureau

Official population and housing data from the U.S. Census plus business and other data for: all U.S. counties, cities with 25,000 or more inhabitants, and places of 2,500 or more inhabitants.

Print issue location: Gov Docs C3.134/2:C82/2/

Online full-text version

State and Metropolitan Area Data Book / U.S. Census Bureau

Statistics on social and economic conditions in the United States at the State and metropolitan area levels. Selected data for component counties and central cities of metropolitan areas are also included.

Print issue location: Gov Docs C 3.134/5:(year)

Online full-text version

ACCRA Cost of Living Index: Comparative Data for 297 Urban Areas

Measures relative price levels for both consumer goods and services.

Print issue location: REF HB235.U6C58x : Quarterly

State Profiles: The Population and Economy of Each U.S. State

Covers population, health, households, income and poverty, labor market, economic activity, exports, agriculture, energy, government finance, education, voter participation

Print issue location: REF HA203.S734

American Incomes: Demographics of Who Has Money

Print issue location: REF HC110.I5A447 2001x

Electronic copy: HC110.I5 R87 2005eb

American Generations: Who They Are, How They Live, What They Think

Print issue location: REF HC110.C6M545 2000x

Electronic copy: HC110.C6 M545 2005eb

Encyclopedia of the U.S. Census / Congressional Quarterly

Print issue location: REF HA37.U55E53 2000

Housing Statistics of the United States

Print issue location: REF HA202.H654x

Datapedia of the United States: America Year by Year

A complete and convenient statistical profile of the United States covering all its vital sectors. Based on the Statistical Abstract of the United States. In some areas, contains ten-year projections from the last census.

Print issue location: REF HA202.K87 2001

Electronic copy: HA202 .K87 2001eb

Advertising

SRDS (Standard Rate & Data Service) Consumer Magazine Advertising Source

Provides complete planning information on U.S. consumer magazines, including markets, standardized ad rates, circulation, Web sites and audit statements that provide additional facts on readership information and positioning; broken down by magazine subject category.

Print issue location: REF HF5905.S725

Gale Directory of Publications and Broadcast Media

Guide to publications and broadcasting stations, including newspapers, magazines, journals, radio stations, television stations, and cable systems. Organized by state and city. Covers U.S. and Canada. Contains circulation figures and advertising rates.

Print issue location: REF Z6951.A97 : Annual

Broadcasting & Cable Yearbook

Covers U.S. and Canada. Organized by state and city. Includes ownership, programming and rate information. Television, radio, cable, satellites and other carriers.

Print issue location: REF HE8689.B77 : annual

The Advertising Red Books: Advertisers

Overview of companies in the U.S. and Canada that spend at least $200,000 on national or regional advertising campaigns. Organized by subject categories. Gives media expenditures, which brands are owned by what company, etc.

Print issue location: REF HF5805.S7 : Annual