1. Perspectives, Tools, and Techniques
BUS 446 Marketing Strategy
Library Research:
Perspectives, Tools, and Techniques
BUS 446: Marketing Strategy
Mark Bodnar

2. 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.

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

4. Awareness Passport Databases Vividata IBISWorld Factiva
SimplyMap Canada
Databases

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

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

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

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

9. 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

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

11. Questions?
BUS 446: Marketing Strategy
Mark Bodnar