- Western Libraries
- Library Guides
- Social Sciences & Professional Programs Team
- MKTG 380: Principles of Marketing (Stone)
- Marketing & Consumer Behavior
MKTG 380: Principles of Marketing (Stone): Marketing & Consumer Behavior
Marketing: Articles & Reports
-
IBISWorldA database of industry market reports for more than 700 U.S. industries, organized by the North American Industry Classification System (NAICS). Reports cover several categories: key statistics, market segmentation, market characterization, industry conditions, key factors, key competitors, industry performance, and outlook.
Marketing: Consumer Behavior
-
Explore Census DataThe U.S. Census Bureau's main webpage for information from the 2000 Census and related data.
Marketing Research: Articles & Reports
-
IBISWorldA database of industry market reports for more than 700 U.S. industries, organized by the North American Industry Classification System (NAICS). Reports cover several categories: key statistics, market segmentation, market characterization, industry conditions, key factors, key competitors, industry performance, and outlook.
IBISWorld
IBISWorld covers more than 700
industries. Wach report covers multiple aspects of an inudstry, but sections
most helpful for marketing would be market segmentation and market
characterization.
Reports cover several basic categories:
- Key statistics
- Market segmentation
- Market characterization
- Industry conditions
- Key factors
- Key competitors
- Industry performance
- Outlook
Business Source Complete
Use BSC to find articles from trade
journals relating to the marketing strategy of a company or a specific brand.
If you were looking for marketing information about Barbie, search for
marketing information about both Barbie the brand and Mattel the company:
- Mattel and marketing
- Mattel and Barbie and marketing
- Mattel and distribution
- Mattel and target market
Corporate Affiliations
Corporate Affiliations willl give you some basic information about a company: if it is a subsidiary or parent company, location, current financeial information, etc. But it also allows you to search by prodcut or band.
To search by product or brand:
- Go to Advanced Search
- Select Product/brand from the drop-down box
- Enter the name of the product or brand
Helpful Resources:
-
Dossier [LexisNexis]A guide to corporate families in the U.S. and worldwide. Covers public and private firms, manufacturers of specific products, services, executives, net worth, sales data, and recent mergers.
Tip:Search for specific brands or companies to see who owns them. Click Subscriber Tools > Company Search > Advanced Search, then select "Product Name" from the dropdown.
Consumer Behavior
Reports in MediaMark provide the reading, watching, and listening habits of your target market. Mediamark can be used to tell you the habits of your core consumer as well as who is buying your product. In order to use Mediamark you must set up an account using your wwu.edu email. See the Mediamark page for more info.
Pew Internet & American Life Project
Pew publishes in-depth reports on the American use of technology--internet, mobile phones, gaming, etc. Their reports are all searchable and all free of charge.
PsycInfo
PsychInfo is a psychology database, but you can find articles relating to consumer and organizational behavior. Includes abstracts of psychology and psychology-related articles and studies.
Consumer Expenditure Survey
Created by the Bureau of Labor and Statistics, the Comsiner Expenditure Survey provides information on the buying habits of American consumers--including expenditures and income.
American FactFinder (US Census)
Search for information about an area as specific as a zip code, however, some of it hasn't been updated since the 2000 Census. The American Community Survey, part of the American FactFinder, provides more current information on cities with populations higher than 20,000.
Helpful Resources:
-
University ReporterUniversity Reporter is a database of product and media reports that on consumers lifestyle, consumption and
media exposure and usage. University Reporter allows you to see what people are reading, watching, and buying. In order to use Mediamark, you must create an account using your wwu.edu email.
-
PsycINFO [EBSCO]A database of abstracts for the international literature in psychology and related disciplines such as sociology, education, consumer behavior, linguistics, medicine, law, psychiatry, and anthropology. Coverage from 1840 to the present.
Tip:This database is very powerful for conducting precise searches when using search limiters.
-
Census Bureau, American FactFinderThe U.S. Census Bureau's main webpage for information from the 2000 Census and related data.
Subject Guide

Email | Web Form
Social Science & Professional Programs Team Librarians:
Sylvia Tag
Elizabeth Stephan
Emily Spracklin
Team Website: