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Management 4560 Small business Management: Home

Marketing Information

Encyclopedia of Major Marketing Campaigns.  Ref HF5837 .E53 2000

Generation X.  Ref  HC110 .C6 G46 2009 (or main collection HF5415.33 .U6 G462x 2006)

Millenials Ref HF5415.33 .U6 M454x 2009

American Generations:  Who They Are.  How They Live.  What They Think.

California Retail Survey.   Ref HF5429.4 .C3 C35x 2010

Kantar Media SRDS Database Directory of advertising by area & type (print, radio/TV, web).  Also Nielsen Segmentation & Market Solutions

Industry Information

State and National Business Information

Articles and books

Newspaper or journal articles
  • Find articles using Academic Search Premier.  
    In addition to your specific topic, useful keywords include consumer behavior, target marketing, business plan, startup, etc.  Also think of synonyms for your topic that might be used in the literature.
  • Look for business publication articles in  ABI/INFORM.
  • Search for books in the University Library using the Library Catalog.
  • If you want more, order books from Link + catalog, from which books arrive in about 2 days. 
  • Books in libraries around the nation are listed in WorldCat, and may be borrowed via Interlibrary Loan (5-7 days).
Here's some great books under these keywords in the catalog!

Local Business Information


The American Marketplace:  Demographics and Spending Patterns.   REF HA203 .A635 2009

Best Customers: Demographics of Consumer Demand. Statistics on how people are spending their money.

Community Profile Analysis:  Consumer and Business Demographic Reports.  Ref Folio HC107 .C22 S73x 2006

Statistical Abstract of the U.S. REF HA202 .U45 2015

Census 2010 Gateway

RAND State Statistics  Contains a wealth of county-level and (and some city-level) statistics on health care, crime, business, education, etc.  From the opening screen, try a keyword search on the name of your city. Do the same with the name of your county.

California Department of Finance: Demographic Research Unit: Reports and Research Papers.  Demographic information by county and city, including estimates and projections.

Kantar Media SRDS Database Directory of advertising by area & type (print, radio/TV, web).  Also, Nielsen Segmentation & Market Solutions.  Note:  If you have a visual impairment or fine motor impairment, a librarian can assist you.  Contact Tim Held, at 644-6555 or  

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