Mary Ellen Ash Reference Librarian October 4, 2018 Marketing 301 Marketing Mix Emerging Innovations/Practices Library Research Class mnbvc Mary Ellen Ash Reference Librarian October 4, 2018

Your Assignment Choose a publicly held company and conduct an in-depth analysis of said company; Identify and describe the marketing innovation or practice for one element of the marketing mix; Connect it back to the outside forces from the marketing external environment that are likely driving the innovation or practice; Become experts on the innovation, and how it differs from current practices; Identify the target market you feel the company is trying to reach with the new innovation or practice; Identify the big picture strategic objective you feel the company is trying to achieve with this initiative; and Use at least five outside sources.

Choose a Company

Types of information found on company site Company history Press releases/news Corporate responsibility and/or mission statement Information about products Shareholder reports and other information

Doug Straton, The Hershey Company’s chief digital commerce officer says: “Forget the doom-mongers. Retail’s not dying— it’s just evolving.”

Doug Straton, The Hershey Company’s chief digital commerce officer From its inception years ago, the company’s Category Management team had a laser- like focus on making it easier for consumers to search physical shelves and find Hershey’s solution to their need. Similarly, Hershey’s digital-first strategy is wholly oriented around search optimization, customer convenience and ensuring absolute accessibility to Hershey products and services.

What is a trade association? A trade association is a body representing organizations within the same trade. It aims to protect their collective interests, especially in negotiations with governments and labor unions. Source: https://www.collinsdictionary.com/us/dictionary/english/trade-association

Types of information found on trade association sites Advocacy data Studies and reports Statistics Quotable spokespeople Referrals to interview subjects Leads to additional information

How to locate trade associations

National Confectioners Association

What is a Think Tank? A think tank, policy institute, or research institute is an organization that performs research and advocacy concerning topics such as social policy, political strategy, economics, military, technology, and culture.

Pew Research Center is a nonpartisan fact tank that informs the public about the issues, attitudes and trends shaping the world. It conducts public opinion polling, demographic research, media content analysis and other empirical social science research. Pew Research Center does not take policy positions. Source: http://www.pewresearch.org/

Website Evaluation Accuracy Authority Objectivity Currency

Accuracy Who wrote the page and can you contact him or her? What is the purpose of the document and why was it produced? Is this person qualified to write this document? Source: http://guides.library.cornell.edu/c.php?g=32334&p=203768

Authority Who published the document and is it separate from the Webmaster? Are the author(s) credentials or affiliations listed? Check the document URL: What institution or organization published this document? Where? Is the information presented in the document cited correctly in a bibliography or reference list? Source: http://guides.library.cornell.edu/c.php?g=32334&p=203769

Objectivity What goals/objectives does this page meet? How detailed is the information? What opinions (if any) are expressed by the author? Source: http://guides.library.cornell.edu/c.php?g=32334&p=203770

Currency When was it produced? When was it updated? How up-to-date are the links? Are there dead links? Is the page content outdated? Source: http://guides.library.cornell.edu/c.php?g=32334&p=203771

How do I find Friedsam Library on the web?

Citations

Purdue Owl

Use Google

What is Interlibrary Loan? Stop by the reference desk or email ILL@sbu.edu

How do I log in off campus?

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Words of advice . . . Start your assignment early Use more than one database Dig for information Proof read your work Ask for help

Evaluation

Questions