Small Business Planning: Have You Looked In The Library?

• Published in: Business Vol. 39; no. 3; p. 3
• Main Authors: Judd, Vaughan C, Tims, Betty J
• Format: Trade Publication Article
• Language: English
• Published: Atlanta College of Business Administration. Georgia State University 01.07.1989
• Subjects: Data bases; Information; Information retrieval; Information sources; Libraries; Market planning; Online; Reference services; Small business
• ISSN: 0163-531X

One way in which a company can differentiate itself from its competitors and create a unique image in the minds of its prospects and customers is with marketing planning. Essentially, marketing planning consists of primary or secondary information. Primary information is original in the sense that it is not already available and that it is generated to meet a specific need. Secondary information is published or can be obtained from internal or external sources. External secondary data can be subcategorized further as information purchased from a vendor, free information, or information purchased at a nominal charge from a library. Many tools and services offer library patrons access to secondary information sources. These include: 1. card catalogs, 2. serials indexes, and 3. online database searching services. A list of information sources is provided.