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MKTG 448 Global and Cross Cultural Marketing

Marketing Essentials

Marketing Essentials for any Marketing class

Marketing Essentials and Case Completion

This guide has recommended research strategies and sources for case completion (MKTG 448 Spring 2018)

Books on reserve for the class:  Search course reserves for Marketing texts

These sources are essentials for any international marketing research. Here you will also find links within each to helpful video clips to get started.  Use the headings on the left of this guide to more detail, research tips, and additional sources.

I am availble for any follow up help, once you have tried on your own.

Good places to start:

1. Country Segment to the left on this course guide  for more.

GlobalEdge from Michigan State University is key to understanding a country.

2. Marketing Segment: 

Passport by Euromonitor is the premier International Marketing analysis database.   Register and watch the videos to get started.

3. Business News segment:  Use the core news sources to get updated information on your cases.
Factiva is particularly useful for international coverage

 

 

 

 

 

Country Profiles and Culture

Country Culture for Business

Recommended Reading
Juergensmeyer, M. (Ed.). 2014. Thinking globally.  Berkeley, CA: University of California Press.  (e-book).

Thomas, D. C. & Inkson, K. (2009) Cultural intelligence: Living and working globally (2nd Ed.). San Francisco, CA: Berrett-Koehler. 

Country Background

Global Edge   (Michigan State Univ)  Global Business Knowledge. MRKG 448
Do this First--   Recommend free registeration for best content access.
Quick Links:
Global Insights  with links to country, industry, economic classification - emerging etc., trade bloc and more.
By Country --  

  • Country Comparator and Country Rankings interactive tool
  • Country Commercial Guide 
  • BBC--Country Profile

By Industry (top level view only.  See Library guides for industry for indepth

Other sources:

CIA World FactBook    Short factual information on a country

CPI Corruption Perception Index - This is from Transpacrency International, check to see where you country falls on this index.

International Montetary Fund - Visit this site to learn more on your country.
     Take a look at the DataMapper (to help choose a country based on criterion) and IMF Data link

Select Databases

Scholar.google.com  Search the references from your primary case or article and see who has cited that article to research more recent literature.  Use Get It at CSUSM, or free links.  MKTG 448

Business Source Premier  

Choose >>> Country Reports   Select a report for example: Select Country Tab >>> India

Excellent Marketline reports in depth country profiles with chapter on social aspects of country. 

Films on Demand Country Culture
Film clips on countries and management practices around the world.  Custom clips can be embedded into your presentations. 
Kanopy Films:   Search Marketing Series 2: The 4 Ps.   Videos with case examples, interviews on strategy. 

Gobal Management Information

Euromonitor Passport  MKTG 448
Consumer industries and country studies and in depth market reports and statistics

Can do a KEYWORD Search OR Use the Search "tree" [multiple ways to get at data]

Example: Industries (Top bar in black) >>> Select Hot Drinks >>> Use the Search Tree

Hot Drinks >>>Consumer Expenditure >>> hit blue arrow >>> add in geography >>>Latin America >>> Search

Results show Popular Statistics | Analysis | Combined Statistics

ABI/IINFORM  (News, reports, data, Journals) 

Seach Hofstede and [dimension]   
Limit by Subject  
Limit by Country 

"Full-text journals, case studies, dissertations, working papers, key newspapers such as The Wall Street Journal and The Financial Times, as well as country-and industry-focused reports and data. Its international coverage gives researchers a complete picture of companies and business trends around the world" (Source: ABI/INFORM).

Emerald Insight
Provides global perspectives scholarly articles with access to the fulltext of 100 journals in business and management, information science, and other disciplines.

ScienceDirect

Provides full text access to over 1,000 journals in science, including subjects in social science: Business, Accounting & Management

 

 

 

 

 

 

 

International Target Market

Target Markets

International 

Passport Euromonitor   (csusm login)

Passport is an premium international consumer market database. It has statistics and analysis on 164 countries. 
Consumer Trends and Lifestyles
Income and Expenditures
Population and Homes
Technology, Communications and Media

Choose multiple countries or trading blocks to compare.

Other resouces for products and markets

USA Trade Online  (requires registration) Detailed import / export stats by port. 

EXPORT.GOV 

Export.gov  Market Research Library

*****Great resource for Foreign Marketing Intelligence***

Go to the Country Commercial Guides (Doing Business in) 
 


 

 

 

 

 

 

 

Business News

Business News

  • Change sort order to Newest Date first
  • Narrow by Subject (more options

Business Source Premier 
Good for trade news and the only place to find Harvard Business Review.

Factiva:   Excellent for international and major business news.  (WSJ, NYT, Washington Post, San Diego Union Tribune)

Factiva Tips!  

  • Change Date from 3 months to 2 years
  • Choose the NEWS PAGES on the black bar to get the latest 2 weeks WSJ, NYT, LATimes, Washington Post and others

Business News Publications

Newsbank:  America's News
Full text of major news sources including the Los Angeles Times and the San Diego Union Tribune

San Diego Union Tribune    Link here and paper copy on 4th floor library.
San Diego Business Journal   Proquest ABI Inform and Paper copy on 4th floor library

Bloomberg BusinessWeek   Full text through Business Sources Premier

Bloomberg Tip!  Search within this publication    top right

The Economist  (online) Full text link.  [via Proquest ABI Inform]  Free Economist gives only limited content
 

Harvard Business Review  Ebsco - Business Source Premier -- Full text of harvard business review.

HBR Tips!

  • Some full text not available electronically.  See papre edition  HF5001.H3 (4th floor periodicals)
  • Case studies are not available in this subscription

 

Trade and  Professional Associations

Look to trade association pages on the free web.  Many industry and news reports will identify them.  Some information is available free, but most is only available to members.  Get around this by searching the associatio name for news reports in the above databases.  Examples of trade and professional associations are National Restaurant Association; American Library Association.

Find associations in the industry reports recommended here, such as First Research.  Search on the web using .org   Find references to associations in news articles.

 

 

 

 

 

Citing Your Sources

APA Citations for Business

 


Common Business Citation Styles

Common Business Citations in APA Format and selected other links

How to Cite in Text:
Cite as (last name or company name, year, page number). Example: (Longboard Grotto, 2009, p.23)
Example:
She stated, "Students often had difficulty using APA style" (Jones, 1998, p. 199), but she did not offer an explanation as to why.
According to Jones (1998), "Students often had difficulty using APA style, especially when it was their first time" (p. 199).

Consult the Publications Manual of the American Psychological Association (APA) for detailed explanations and additional examples. Copies are available at the Cal State San Marcos Research Help Desk (BF76.7.P83 2009) or on Reserve.

Recommended Citation Generators
A note of caution about Citation Generators.... NOT ALL ARE ACCURATE! Like everything, you need to know the basics and use them with caution and expect to make corrections. EbscoHost databases and Proquest have built in citation generators for each article. Use Cite This, or email citation. Known bug: Proquest authors and dates may need reformatting.

KnightCite developed by Hekman Library Calvin College
DocsCite developed by Arizona State University to help cite government documents
Owl at Purdue APA Style. Highly recommended. Also note the sample manuscript with notations for APA instructions on formatting.
 

Articles:
Cite the article as you would any print article and add the electronic access information at the end.
DOI: To access electronic articles preference is given to supplying an Digital Object Identifier, a unique number for an article. Inclusion of the DOI, if available, facilitates retrieval
How to find a DOI (Digital Object Identifier)
Example: doi:10.1108/03090560710821161
* If no DOI end with the home page, do not paste the whole URL, of the database name, http://www.lexisnexis.com/hottopics/lnacademic

 

Articles, News or Trade:
News article with DOI:
Brownlie, D. (2007). Toward effective poster presentations: An annotated bibliography. European Journal of Marketing, 41, 1245-1283. doi:10.1108/03090560710821161
News article, no DOI, in Lexis Nexis Academic:
Kenneth, I. A. (2000). A Buddhist response to the nature of human rights. Journal of Buddhist Ethics, 8. Retrieved from http://www.lexisnexis.com/hottopics/lnacademic

Articles, Scholarly:
Example:
Klimoski, R., & Palmer, S. (1993). The ADA and the hiring process in organizations. Consulting Psychology Journal: Practice and Research, 45(2), 10-36. doi: 10.1037/1061-4087.45.2.1)

Books:

Examples:
Chapter in a book:
O'Neil, J. M., & Egan, J. (1992). Men's and women's gender role journeys: A metaphor for healing, transition, and transformation. In B. R. Wainrib (Ed.), Gender issues across the life cycle (pp. 107-123). New York, NY: Springer.
Whole book:
McDonald, M. & Keegan, W. J. (1997). Marketing plans that work. Boston: Butterworth-Heinemann.
E-book, no DOI:
Stark, J. (2010). Building iPhone apps with html, css, and javascript [1st ed]. Retrieved from http://proquest.safaribooksonline.com/9781449380236

Company Information:
Author (date of publication). Title of article. Title of Journal, volume number, page number. Retrieved from http://homeurlonly.htm
Title of company (date). Publisher, database source. Retrieved from source name.

Examples: Entries in library databases:
Hoover’s Inc. (2010, February 16). Harley Davidson, Incorporated: In-depth record. Retrieved from LexisNexis Academic database.

Company website:
Qualcomm (2010). FY 2009 4th Quarter Earnings Release. Retrieved from the Qualcomm, Inc. website http://www.qualcomm.com/investor/index.html

 

Chapter or Section of a web document:
Cite the most specific webpage that you reference in your paper and include a link to the specific page.


Author, A. A., & Author, B. B. (Date of publication). Title of article. In Title of book or larger web document (chapter or section number).
Retrieved from http://www.someaddress.com/full/url/ (courtesy of Owl at Purdue)
Example:
Spain: Culture (2010). In GlobalEdge. Retrieved January 18, 2010 from http://GlobalEdge.msu.edu/countries/spain/culture


Industry Statistics:
Example:
U.S. Census Bureau. (2010). Musical instrument and supplies stores NAICS: 45114. Washington DC: Author.
Retrieved January 21, 2010 from the World Wide Web:
http://factfinder.census.gov/servlet/IQRTable?_bm=y&-ds_name=EC0700A1&-N....


Data Set (user created):
For customized datasets derived from an electronic database.
Example:
MediaMark Reporter (2008). Give your data set a name in italics. Available from MediaMark Reporter
InfoGroup. (2010). Corporate Lodging San Diego Metro Area. Available from ReferenceUSA database.

Encyclopedia, Reference Source or Chapter in a book
See Reference list: other print sources. In Purdue Owl.


Encyclopedia, No author:
Physical Fitness Products. (2007). In Encyclopedia of American industries. (pp. 671-675). Millerton, NY: Grey House Publications.
Reference work, Author:
Basham, M. (2009). Restaurants. In Standard & Poor's industry surveys. (Vol. 1). New York: Standard &Poor's.


Reference work: Multiple Authors: (authors in order as they appear)
Edell, J. A., & Burke, M. C. (1998). Feelings towards ads. In Bearden, W. O. & Netemeyer, R. G. In Handbook of marketing scales (2nd ed., pp. 283-285). Thousand Oaks: Sage.


Legal Citation Formats

See Lexis Nexis guidance for legal citations use the Uniform System of Case Citation (Blue Book).

 

Media--Video
To get the data for this YouTube clip you will need to extract speaker or author name, introductory slide, and other info.

Example:
Steuer, D. (2010). Section 2: Effects of economic downturn. 2010 county of San Diego economic roundtable. Retrieved January 21, 2010 from http://www.youtube.com/watch?v=YA9mzYwbUc8


Personal Communication  (interview)
APA rules states that you cite your interviews or emails in the text only since they are not retrievable. Your professor may also require you to list them in the Works Cited list.
Example: (J. Welch, personal communication, January 21, 2010)


Patricia Burns, e-mail message to author, December 15, 2008.


REV 10/13 by Carly Den Hartog CSUSM CoBA

 


Need Help?

Ann Fiegen

Librarian for Business & Economics
afiegen@csusm.edu
760-750-4365
Office Location: 
KEL3421
Office Hours: 
Mon & Weds 3--5 or so, Tues & Thurs 10-12 or so; Appointments Preferred

Featured titles:   The Wall Street Journal: Guide to Information Graphics
San Diego Regional Economic Development Council.  San Marcos Profile 2017
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