MKT 2205 - Principles of Marketing

This guide is for MKT 2205 students developing a marketing strategy or plan for a product or service.
Here we focus on credible, professional information appropriate for the business environment. 
A Checklist with worksheet is available on Merrimack Google Drive

Where to begin?  It depends on where you are starting - with a target market, a company, an industry.

Use the tabs for find sources on

• Companies
• Industries
• Target Markets
• More Analysis & News from trade and scholarly journals and newspapers
• Cite your sources

Need help?  Contact Frances Nilsson, or the Research Center.

Who owns the brand, who's the parent company?
How does your product or service fit within its industry and current consumer trends?

What is their current or past marketing strategy?

Gather information on your target market.
See more sources on the Target Market tab (left)

Dig Deeper - Where are your information gaps? 
Search these sources and Google, but be sure to evaluate wild web sources on their Currency, Reliability, Authority and Purpose or Bias.