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MKTG 336

Research strategies and resources for MKTG 336 Direct and Interactive Marketing with Dr. Paula Morris

What are books good for?

Every book has its time and place; when it comes to non-fiction works, here a couple varieties you may encounter:

  • Reference: Provide topic overviews, guidelines, summaries, or definitions. These could be formatted like a textbook, or they might be similar to a dictionary or encyclopedia. 
  • Research: May be written in normal chapters, or they may resemble a thematic collection of research published by different authors. The authors may be presenting empirical research they conducted themselves (hint: you'll see methods, results, conclusions...), or they may have gathered others' research to explain and analyze in bulk, similar to a literature review.

Reference texts are great choices for getting a better feel for a topic (similar to using Google or Wikipedia to get started), but they won't be as effective as research texts when it comes to writing a paper and supporting your claim, argument, statement, etc.

Note: Just because a text is not in the "Reference Collection" of the library does not mean it isn't a "reference text". Some are labeled as such (with a REF sticker), but something closer to a textbook will not likely carry this label.

Find Books and eBooks

Refer to the Search Strategies tab for brainstorming search terms. Keep your search broad to begin with (1-3 words that describe your topic). You can use the SURF (Salisbury University Resource Finder) search box below to search for books and eBooks. The default search will limit your results to books and eBooks in SU's collections, but you can change that by changing the drop down menu from SU Libraries to "UM System Libraries." This will broaden the search to include books in the University System of Maryland and Affiliated Institutions. You can also toggle the option in the left menu to "Include Non-USMAI Results." This will allow you to search books beyond SU and UM System Libraries that you may request be sent via Interlibrary Loans.

 

The default search using the box above will limit your results to books and eBooks in SU's collections, but you can change that by changing the drop down menu from SU Libraries to "UM System Libraries." This will broaden the search to include books in the University System of Maryland and Affiliated Institutions. You can also toggle the option in the left menu to "Include Non-USMAI Results." This will allow you to search books beyond SU and UM System Libraries that you may request be sent via Interlibrary Loans.

Screen shot of a search for "marketing and gen z." The drop down menu has "UM System Libraries" selected with an arrow pointing to this option which is circled. Also circled with an arrow pointing to the toggle is "Include Non-USMAI results."

 

If you find a physical book, it will have something called a call number. The call number is like its home address; it explains where the book "lives" in the library. You can copy and paste any call number into the Call Number Locator below to find its location in the library. 

A call number will look something like this: 

HD66 .S4849 2017

Use the call number locator map below to see what shelf the book is located on in the library.

If you would prefer to browse for books on a shelf, here are some recommended call number ranges for you.

HF 1416+ International marketing/exports

​HF 5410+ Marketing

  • HF 5415.1255 Branding
  • HF 5415.126 Direct marketing
  • HF 5415.127 Market segmentation. Target marketing.
  • HF 5415.129 Marketing channels.
  • HF 5415.13 - .157 Marketing management
  • HF 5415.2 Marketing research.
    • HF 5415.32+ Consumer behavior
    • HF 5415.335 Consumer satisfaction
  • HF 5415.55 Relationship marketing
  • HF 5416.5 Pricing 

HF 5438 Selling

HF 5801+ Advertising

Collection Highlights