Marketing: Finding Resources

Where to start

  • Make a list of keywords
  • Search for phrases using "quotation marks"
  • Use connectors:

OR: combines keywords on the same concept
AND: combines different concepts

NOT: excludes words that complicate the search, use with caution

  • Then further Refine Search by Date and Format.

For more information check out the How to connect and combine search terms guide.

Finding ebooks in the Library Catalogue:

  • conduct a search. Eg: "market research"
  • Refine Search to Format: Books
  • AND limit to Show Only: Full Text Online
 

You will see book chapters and electronic books in your search results. To access, click on the title link and then the online link.

Visit the Library's eBook guide for help finding, accessing, printing and downloading eBooks.

 

 

Finding physical books in the Library Catalogue

  • Refine Search by Format: Books

Tip: Use Subjects to search within the Library Catalogue for books on the same subject.

Hold Requests: For physical books, you can select a campus and request to have books delivered from other campuses.

Take note of the Call Number this will help you locate it on the shelf.

Most marketing books are at City West on level 3 of Jeffrey Smart building, under these call numbers:

Subjects Call number
Marketing 658.8
E-Commerce 658.84
Marketing Research 658.83
Advertising 659.1
Consumer Behaviour 658.8342
Loading ...

Key resources

Finding a journal article using a database:

Search Marketing Databases to find quality journal articles on your topic.

Use truncations and wildcards to broaden your search, for example:

  • Searching for consumer behavi?r will show results for articles that include the spelling behavior and behaviour.
  • Searching for advertis* will show results for advertising, advertisements, advertisers, etc.

For more information, use the How to save time searching databases with truncation/ wildcards and phrases guide.

Finding a journal article using the library catalogue:

Find articles on a subject, type in your keywords and then Refine Search by Format > Articles

Also Show Only: Full Text Online if you want to read the article electronically.

Use double quotes for phrases "market saturation", "brand loyalty".

To search for articles from a specific journal, try Advanced Search.

Try these key marketing journals:

Finding case studies:

  • many textbooks and recommended readings include case studies
  • add the phrase "case studies" to your search
The Journal of Business Case Studies is an open access journal which allows you to search for case studies, all case studies are fully downloadable as pdfs.

Finding a case study using a database:

Try the following searches in the Business Source Complete database to find case study articles or chapters:

  • "corporate social responsibility" OR CSR AND "case studies"
  • "international business enterprises" AND "case studies"
  • organi?ational structure" AND "case studies"

Use '?' for the different spellings organizational/organisational. Refer to the save time searching databases with truncation, wildcards and phrases guide for more information.

Using SAGE Business Cases you can search 1000+ case studies covering a wide variety of topics related to business, including marketing and market research

In the Emerald Insight database, go to Advanced Search and select Case Studies to search from only case studies.

WARC includes many case studies from across the world. Content includes campaign award winners, videos, WARC prize winners and external rankings of agencies, advertisers and brands via the Effie Effectiveness Index.

Finding a newspaper article using the library catalogue:

Library Catalogue results automatically exclude newspaper articles, but you can add them back in to your results after searching.

Catalogue search example:

"brand management"

This search has been limited using the following steps:

  • Additional Resources: Newspaper Articles (this adds newspapers articles to your results)
  • Format: Newspaper Articles (this limits your search to newspaper articles only, and excludes all other formats from your results - you add them in and then take out everything else)
  • Date: from 2012

Finding a newspaper article using a database:

Alternatively you can find relevant newspaper databases listed under the News subject heading under multidisciplinary on the right of the Databases page.

The databases listed below contain both Australian and international content:

More information on finding newspaper articles from both Australia and around the world can be found in the News Media Subject Guide.

Navigate to News Media Subject Guide

Finding conference proceedings in the Library Catalogue:

  • Search for your concept EG "brand loyalty"
  • Refine Search by Format > Conference Proceedings

Finding conference proceedings in databases:

Loading ...

What is a scholarly source?

A scholarly source, or academic source, is written by a qualified author who is an expert in their field. They are usually published in books or journals, rather than on websites. A scholarly source will likely have a reference list or bibliography at the end of it.

For more information, read the Finding peer reviewed journal articles guide.

How to find ...

Finding industry publications in the Library Catalogue

Enter the name of the required journal into the search box and select Journal Title;

Select the Campaign journal title link from the list of results and then the Online link;

If you select Search within this publication it will find only the journal Campaign.

For a more targeted search, select New Search;

Enter journal name and select SO Publication Name from the drop down menu.

Combine this with your search term or terms, for example, Pepsi;

These results will include those from different editions of Campaign such as Campaign and Campaign Asia-Pacific.

Marketing Industry Publications can be a useful source of credible information and keep you in touch with the current trends in marketing and advertising and industry news. These resources may be of use to you.

Accessible via UniSA Library subscription:

Accessible via internet, non-UniSA subscription :

Loading ...

Evaluating your information

Once you have found information for your assignments it is important to think about whether or not the information is of a good quality and useful. To do this you will need to evaluate it before you use it in your academic work.

The Critical analysis of information sources guide by Macquarie University also contains really useful information about evaluating the information you've found for your assignment.