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KNES 452: Sports Marketing

KNES 452: Sports Marketing. Ms. Shana Gass, MSLS, MS sgass@towson.edu Reference Librarian September 2010. Secondary Data. Definition: “…data that are already published or compiled” (Mullin, Hardy, & Sutton, 2007) Sources Government organizations Trade associations

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KNES 452: Sports Marketing

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  1. KNES 452: Sports Marketing Ms. Shana Gass, MSLS, MSsgass@towson.edu Reference Librarian September 2010

  2. Secondary Data • Definition: • “…data that are already published or compiled” (Mullin, Hardy, & Sutton, 2007) • Sources • Government organizations • Trade associations • Market Research firms (example) • Published books & articles; specialized online resources

  3. Topics • Competitors & Market Share • Sports Business News • Sports Marketing Scholarship • Target Markets

  4. Subject Gateways & Course Gateway Research> Course Gateways > KNES 452 • Subject Gateways • KNES • MKTG

  5. Competitors • LexisNexis Academic database> Company Profiles > Check Hoover’s before searching

  6. Market Share • Market Share Reporter • book on reserve • Online in Gale Directory Library (library database) • RDS Business Suite (library database) > TableBase tab

  7. Sports Business News & Marketing Scholarship • Business Source Complete database • Can be searched with SportDISCUS in combination

  8. Sports Business News • SBRNet…..which also has market research!

  9. Target Markets • Demographics • American Factfinder(Census & American Community Survey) : factfinder.census.gov • Sports-specific: SBRNet database • Demographics & Media Habits • Mediamark database • Psychographics (AKA Lifestyle) • SRDS Media database > Local Market Audience Analyst

  10. More Marketing Sources! • Cook Library Subject Gateway for Marketing:http://cooklibrary.towson.edu/marketing • Secondary Data Sources for Marketing: http://cooklibrary.towson.edu/helpguides/guides.cfm?id=45

  11. Questions? Shana GassReference Librarian Cook Library, Towson Universitysgass@towson.edu / 410-704-2395 Thanks and good luck!

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