Collection Policies

COLLECTION DEVELOPMENT POLICY
MARKETING

Pupose General Collection Guidelines Collecting Codes

PURPOSE

The Department of Business Administration offers an undergraduate major and minor in Marketing through the Bachelor of Science program and graduate courses in marketing leading to a concentration in the field for the Master of Business Administration (MBA). A concentration in marketing for the Doctor of Philosophy in Business Administration is also offered. The objectives of the program are to equip men and women with the necessary tools and problem-solving skills to be tomorrow's marketing professionals in profit and non-profit organizations. It is the library's goal to develop collections to support the needs of undergraduate and MBA students in the areas of Advertising, Consumer Behavior, Distribution, Global Marketing, Market Research, Marketing Management, Retailing, Sales, and Services Marketing. Public Relations is covered to a lesser extent.

In addition to supporting the curriculum, the library seeks to build emphases in the aforementioned areas to sustain the special research interests of faculty and doctoral students. This policy covers both general collections and reference materials.

GENERAL COLLECTING GUIDELINES

Language Guidelines: English will be the primary language of the collection. Translations into English from other languages will only be selected if they are seminal works or of major importance to the profession. Translations will be selected more broadly in the area of global marketing. Non-English materials will be selected in the area of global marketing in response to specific faculty requests.

Chronological Treatment of Subject Guidelines: Current developments will be emphasized, with particular attention paid to developments in the last 50 years. Classic works will be selectively acquired in order to offer historical perspective.

Geographical Guidelines: Materials both domestic and international in their scope of coverage will be collected.

Treatment of Subject: A solid collection of general materials for support of the undergraduate and MBA curriculum will be developed and maintained. Emphasis will also be placed on building areas of the collection which support the research needs of faculty and the doctoral program. Materials on the methodological and practical aspects of the field are broadly collected. Works on the theoretical aspects of the field will be selectively acquired according to the research needs of faculty and emphases of the doctoral program. Textbooks will not be purchased, with preference given instead to professional monographs emphasizing varying aspects of the discipline. However, newer textbooks will be considered for addition to the collection as gift items. Biographies and historical accounts of the profession will be chosen on a selective basis.

Types of Material: Materials selected should include general monographs, bibliographies, collected works, conference proceedings, dictionaries, encyclopedias and handbooks. Formats should include primarily print, but will include video and electronic resources.

Date of Publication: Materials published within the past ten years will receive priority. Older material may be selected as necessary to remedy weaknesses in the collection.

Other General Considerations:

Collecting Codes
key to collecting codes

Discipline: Marketing
Bibliographer: Polly D. Boruff-Jones
Date: 5/3/99
 
LC Class
Subject Descriptors
Collection Code
Comments
HF5801-HF6182

 

Advertising
3b
Includes promotion, market 
segmentation, trademarks, corporate identity and brand management.
HF5412.32-HF5412.33
Consumer Behavior
4
Cross-reference to Psychology & Sociology.
HF5438.25, HF5415.126, HF5861
Direct Marketing
3a
Includes telemarketing and data base marketing.
HF5415.129-HF5415.6
Distribution
(Channels of Distribution)

 
3a
Entire distribution system from supplier of raw materials to consumer including manufacturing, packaging, and shipping. Includes materials on Value Chains.
HF5387
Ethics
(Business Ethics)
3b
 
HF1009.5-HF1416
Global Marketing
(Export Marketing)
4
Includes international trade.
HF5415.2-HF5415.34
Market Research
4
Includes marketing information systems, market surveys and focus groups.
HF5415.13, HF5823
Marketing Management
3b
Includes marketing policy strategy and planning.
HD59, HM263
Public Relations
2a
 
HF5429-HF5429.6
Retailing
(Retail Trade)
3a
Includes franchising.
 
HF5438-HF5439
Selling 
4
Includes personal selling and sales management.
HD9980-HD9990
Services Marketing
3a
 

5/3/99
Bibliographer: Polly D. Boruff-Jones