Collection Policies

COLLECTION DEVELOPMENT POLICY
MARKETING

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.

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:

• Interdisciplinary Relationships / Related Policy Statements:

Anthropology
Communications
English (Management Writing)
International Studies
Management
Occupational and Technical Studies (Marketing Education)
Ports Management
Psychology (Consumer Behavior)
Sociology (Consumer Behavior and Market Research)
 
• Local/Regional/Consortial Resources: The College of William and Mary, Norfolk State University and Regent University are other local institutions of higher education with undergraduate and graduate business programs. The collections of those libraries may be checked for additional sources of information. The Norfolk, Virginia Beach and Chesapeake public libraries may also be consulted for print, electronic and other multi-media resources related to marketing.

 
• Center For Research Libraries: The Center for Research Libraries (CRL) offers a variety of marketing resources. This collection is especially useful for historical materials, foreign monographs and periodicals, and doctoral dissertations.

 
• Virtual Library of Virginia: Perry Library provides access to a variety of Internet resources pertinent to the study of marketing through the Virtual Library of Virginia (VIVA) project. VIVA business subject databases include: Dow Jones Interactive, General BusinessFile (IAC), and Wilson Business Abstracts (FirstSearch). CARL Uncover offers table of contents access and document delivery service for virtually all core marketing periodicals and many less widely held publications.

 
• Government Publications: Perry Library is a selective depository of United States government information. Many of the government publications are pertinent to the study of marketing including widely used resources such as National Trade Data Bank (NTDB), U.S. Global Trade Outlook and U.S. Census Data. Librarians can also assist researchers in identifying and accessing government statistical data and general information via the Internet.

 
• Distance Education: The B.S. in Business Administration, all majors, and the Master of Business Administration are available to students through the Old Dominion University's distance education program.

 
• Additional Considerations: In addition to the VIVA-provided databases, above, the Library subscribes to web-based versions of ABI/INFORM and Compact Disclosure. Internet access to demographics information, marketing association home pages and electronic journals is also available from the Perry Library Home Page.

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 [an error occurred while processing this directive]