Marketing Guidelines

I. Purpose and Program Description

A. Library's Collection Development Objectives

The library seeks to provide materials to support programs through the B.S.B.A. level in Marketing. The library also seeks to support MBA level coursework in Marketing.

B. Curricular Program Description

Marketing managers direct marketing strategy, sales, advertising, sales promotions and public relations activities. They determine the demand for a firm's products and services and develop a pricing strategy to get the best share of that market. Marketing works "outside" the firm to connect the firm with the customer. Marketers study the customer's needs, how and why they purchase, as well as how much they purchase. Students learn marketing research techniques and forecasting tools.

C. Expanding Areas of Interest

1. Logistics
2. Marketing not for Profit Organizations

D. Areas of Specialization

1. New business development
2. Transportation
3. Warehousing
4. Inventory control
5. Purchasing
6. Location of business
7. Plants and Distribution Centers
8. Consumer behavior
9. Entrepreneurship

E. Overlap with other academic disciplines and library collections

Economics, sociology, anthropology, psychology, communication.

II. General Selection Guidelines

A. Languages: English is the primary language of the collection. Foreign language materials are excluded. Key works originally purchased in a foreign language will be purchased only in English translation.

B. Chronological Coverage: Emphasis is on marketing in the late twentieth century. All other periods are treated selectively.

C. Geographical Coverage: Primary emphasis: United States, U.K., Canada, Australia and New Zealand. Secondary interest: all other countries.

D. Types of Materials: Indexes, abstracts and encyclopedias and handbooks will provide basic reference information; Government publications that provide census and business data; Dictionaries and directories in the field are also of great interest. Collected selectively are symposium proceedings and dissertations. Not purchased are textbooks although some are accepted as gifts.

E. Imprint Date: Emphasis is on current materials, i.e., those published during the last decade. Retrospective purchasing prior to this bill be very selective.

F. Physical Format: Hardbound and paperbound books are selected extensively. Pamphlets, serials, software, books with media and periodicals are collected selectively. Microforms and audiovisuals are also collected selectively in consultation with the Business liaison.

G. Treatment of Subject: The Library is attempting to build a Level 3b collection, for Marketing, i.e. "Introductory study or instructional support level." Monographs that address the theoretical and practical aspects of their subject will be collected extensively. Research level monographs in these areas are a collection interest but their acquisition will be secondary to the purchase of undergraduate level materials

H. Place of Publication: Emphasis is given to materials published in the United States, Canada and the U.K.. Materials from all other places are collected selectively.

I. Acquisitions Plans Affecting Marketing:

1.) Standing Orders:

Adweek's Marketer's Guide to Media
Almanac of Consumer Markets
Business Rankings Annual
Direct Marketing Marketplace
Directory of Foreign Manufactures in the United States
Industry Norms & Key Business Ratios
International Directory of Corporate Affiliations
Marketing Information
Rand McNally Commercial Atlas & Marketing Guide
Thomas' Register of American Manufacturers & Thomas
Register Catalog File
Trade Names Dictionary
Trade Names Dictionary. Company Index
Tradeshow Week Data Book
U.S. Industrial Directory

2.) Approval Plans: BNA: Forms.

J. Major Selection Tools and Information Sources:

Choice. Middleton, CT: Choice, 1964-.Encyclopedia of Business Information Sources. Detroit: Gale, 1986. Harvard Business Review. Boston: Harvard University, 1922-. New Books in Business and Economics: Recent Additions to Baker Library. Boston: Harvard University (10/year). Wall Street Journal. New York: Dow Jones, 1889-. American Reference Books Annual. Littleton, CO: Libraries Unlimited, 1970-. Sheehy, Eugene P. Guide to Reference Books. 10th ed.Chicago: American Library Association, 1986. American Marketing Association, 250 S. Wacker Dr., Chicago IL 60606. Direct Marketing Association, 11 W. 42nd St., New York, NY 10036-8096. Dun & Bradstreet, Inc. Dun's Marketing Services, 3 Century Dr., Parsippany, NJ 07054. National Retail Merchants Association. 100 W. 31st., New York, 10001. Irwin Publishing, 1818 Ridge Rd., Homewood IL 60430

K. Weeding/Replacement: Currency is of primary importance in the field of Marketing. Every effort is made to insure that the collection is up-to-date and germane to the degree programs offered. Thus erroneous and dated materials are prime candidates for weeding/replacement, unless they retain some seminal or historical value. Materials for weeding or replacement are evaluated in accordance with the General Collection Management and Development Policy statement on Weeding/Replacement.

Library Liaison: Bailey    Subject: Business

COLLECTION DEVELOPMENT POLICY STATEMENT:
CLASSED ANALYSIS

Collection Level