Perspectives, Tools, and Techniques BUS 446 Marketing Strategy Library Research: Perspectives, Tools, and Techniques BUS 446: Marketing Strategy Mark Bodnar mbodnar@sfu.ca

Assumptions You know that lateral/creative thinking will be required. You know how to evaluate facts & opinions using the 3 Rs: Relevance, Recency, and Reliability. You have already heard about the likely publisher categories for most marketing information.

Awareness Likely Publishers Governments Academics Associations NEWS Governments Associations Companies Researchers Private Academics Awareness Likely Publishers

Awareness Passport Databases Vividata IBISWorld Factiva SimplyMap Canada Databases

Discussion PsycInfo on consumer behaviour & apps Mobile Apps SFU’s IRP page InsightsWest comScore, Pew, Catalyst, AIMIA... BUS 360W topic page Mobile Apps & SFU

Discussion Rough Google search Construction Costs SimplyMap Canada & BUS 360W topic page City of Surrey Construction Costs & Local Demographics

Discussion Associations: Hockey! VMHA, BMHA, BCHockey, HockeyCanada... School Districts Rough Google search Vividata, Ipsos News Centre, Statistics Canada Hockey!

Discussion Googling for examples First Nations & News databases: Factiva, LexisNexis, Canadian Newsstream On doing business... On buying First Nations fashions... First Nations & Cultural Appropriation

Discussion EU: one, two, three, four... Travel Planning Statistics Canada IBISWorld: Travel/Tourism Passport: Travel in... News Travel guide pages: Lonely Planet, Frommer’s, etc. Travel Planning

Discussion PR problem? Jewelry: Building Awareness Corporate image? Corporate reputation? Branding? Storytelling in Marketing? Jewelry: Building Awareness

Questions? BUS 446: Marketing Strategy Mark Bodnar mbodnar@sfu.ca