MKTG 368w - Marketing Strategy

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Industry Codes

To use some sources you will need a NAICS or SIC code for your industry.

North American Industry Classification System
The NAIC System assigns numerical codes to industries from two to six digits. Shorter codes represent broader industry sectors. Be sure to read the full description of the NAICS code, as it may include a broader array of products/services than you might assume.

More info on NAICS is available at  NAICS FAQ.

 

Standard Industrial Classification Manual (at OSHA site)
The SIC system assigns numerical codes to industries from two to four digits. Shorter codes represent broader industry sectors. Be sure to read the full description of the SIC code, as it often includes a broader array of products/services than you might assume.

Hello!

MKTG 368 students -

This page lists sources that are most likely to be helpful for your assignment. The Green Buttonsto the left provide additional info.

Some of these are easy to use, and some are a little tricky. Check out the tips under the links.

If you run into trouble, you can:
1.) Try calling the Reference Desk at 734-487-2445
Often the staff members or librarians can very effectively walk you thru using a source over the phone.

2.) Use the chat box to the right to ask for help.

3.) Make an appointment with the Business Librarian - see Schedule Appointment link under photo.

Controversy Info Sources

Article Research

Articles will be esp useful for investigating your controversies. Trade periodical articles may often be the most useful. You can find trade periodical articles in ProQuest's Business Scholarly & Trade and Factiva. Google Scholar may be less useful for this assignment as it is limited to scholarly articles

Customer Analysis - Target Market

Mintel will have great customer/target market info for consumer products. If your product/service is not covered by Mintel, articles will probably be your best source. Or, look in other sources in the Market Research guide.

Industry Overviews

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