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Marketing Research: Find Background Info

Guidance and key resources for doing academic research in marketing.

Credo Reference


Credo is a library database containing digital versions of encyclopedias and other reference works. Think of it as an academic Wikipedia, only curated by librarians instead of the general public.

Finding Background Info in Books

Academic and research libraries typically use the Library of Congress classification system to organize their print materials, which means books on the same subject should be next to or near each other on the shelf. This information can be used to find books in person or via the Library Catalog.

Library of Congress call number ranges:

  • HD9000-9999 Special industries and trades*
  • HF5410-5417.5 Marketing. Distribution of products
  • HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
  • HF5801-6182 Advertising

Library of Congress subject headings:

*Use for the marketing of a particular product/service.

Other Resources for Background Info

These reference materials are available online (click the link under View Online).

These websites are freely available online. No username or password necessary!