The University Library owns many books on marketing. A list of books about marketing can be found here, and below are just a few examples of ebooks at the library.
American Marketing Association: Browse Marketing News on AMA's site, and then use OneSearch to find the full text of any articles of interest.
Top marketing journals include:
For example, here is a record for the Journal of Marketing Management.
From this chart, you can see that this title is peer-reviewed/scholarly/refereed, is published 18 times a year, and is published by Routledge in the UK.
You will need to look in several places to see what's available for your company. Here are some databases to try:
Business Source Premier: search strategic planning in the SU field, and the company name in the CO field. To broaden results, search only on the company name or use the term strateg* without specifying a field. Experiment with other terms (e.g., interviews, new products).
ABI/INFORM Collection: choose the DATA & REPORTS tab at the top of the screen. Then enter your company name in one box enter a term like "market segmentation" or "segment size" in the second box.
Mintel: you can either browse reports, or search for content using the Demographics filter (Millennials, Gen Z., etc.). Mintel also has reports based on market segmentation such as 'Marketing to Gen Z 2022'.
RKMA Market Research Handbooks: each handbook has a section on market segmentation and is easy to browse.
With a library card from Los Angeles Public Library (or most public libraries in the United States), in addition to checking out e-books and e-audiobooks, you can check out magazines using Overdrive. You can then read these magazines using a computer or tablet. Here is an example of some business/finance magazines that are available.
If you are new to SWOT analysis, check out this definition from A Dictionary of Business & Management.
If your instructor has asked you to do a SWOT analysis, be sure to check if you are to create one from scratch, or if you are allowed to review ones created by professionals.
When searching in Business Source Premier, enter the company name and in the second box, enter SWOT as a title (not a keyword).
If you use a SWOT analysis from a database, don't forget to cite! We have a full guide to APA.
More info is available on the left part of this guide, labeled APA Business Citations.
To receive notifications by email that a new issue of a newspaper or journal is available, create a free account with the database.
For any other journal or newspaper alerts, first check to see where it is available at the Library:
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