Marketing

This page will provide you with some tips and tricks to make your research a breeze! If you still can't find what you need, please don't hesitate to contact the library! You can find our contact information and more on the Get Help page.

To get you started, here are some general search strategies:

Keyword Strategies

Use these keywords in a general search in any one of our recommended databases or inside DragonQuest:

• "Customer Analysis” AND Marketing 
• “Market Segmentation” 
• “Marketing Plan” 
• “Global Business” AND Marketing Plan 
• “Business Strategy” AND Marketing 
• Launch Strategy AND Target Audience 
• “Competitor Analysis” AND Marketing 
• “Consumer Insights” AND “Marketing Strategies” 
• Digital Marketing 
• Brand Management Strategies 
• “Lifecycle Marketing” 
• “Corporate Social Responsibility” 
• Persuasive marketing 
• Cross-functional teams 
• Goods versus services 

Subject Strategies

Searching for results by subject heading, rather than by keywords, can help you focus your search in new directions. Consider these subject search options:

• "Customer Segmentation” 
• “Marketing Theory” 
• “Marketing Planning” 
• “New Business Enterprises – Management" 
• “Content Marketing” 
• “Tourism & Hospitality Management/Marketing” 
• “Internet Marketing” 
• “Product Management” 
• “Social Responsibility of Business” 
• “Influencer Marketing” 

The following image shows you how to change your search to a subject search by using the dropdown menu inside DragonQuest:

Research Starters

Need some extra guidance? Try a Research Starter:

• Marketing Research
• Organizational Culture
• Business Strategy and Policy
• Consumer Behavior
• Target Market
• Pricing Strategies
• "Digital Marketing” 
• “Corporate Social Responsibility” 
• “Market Segmentation” 
• “Marketing Plan” 

What is a Research Starter?

Research Starters are encyclopedia entries, so they are more of an "idea gathering" mechanism than a scholarly source to support your stance on an issue. They provide you with background information on a broad topic and highlight keywords you can use and/or links to source material to get you started on your research. 

Narrowing DragonQuest Search Results

If you'd like to know how to narrow down your DragonQuest list to only full text, peer reviewed, or specific types of resources, we recommend the following tutorial:

If you'd like additional guidance on using Academic Writer, we recommend the following tutorial: