Business 036 Marketing Pinkas (Matthews): Search Terms

EXAMPLES

Marketing

Branding

Retail Marketing

Internet Marketing

Green Marketing

Test Marketing

Direct marketing

Customer Loyalty Programs

Relationship marketing

Societal Marketing

Social Networks

KEYWORD SEARCH

• Good place to start if you do not know the terms a catalog or database uses for your topic 

• Keywords are any significant word or phrase you think of to describe your topic

• Use when searching for very new concept or jargon, like twitter

• Searches for terms anywhere in the record

• Broadens search results but may retrieve irrelevant materials

• Usually the default search

• More flexible search

• May yield too many or too few results depending on keywords used

SUBJECT SEARCH

• Best way to ensure you get all applicable documents in a catalog or article database

• Search terms (a.k.a. subject headings) must come from the database's thesaurus

• Use when you are searching for a broad concept, like global warming

• Searches for terms in subject field only

• Narrows search results but retrieves all relevant materials available

• Usually available from advanced search screens

• Less flexible search

• Need to know the exact controlled vocabulary term

Price

Promotion

Product

Place

Positioning Marketing

Customers

Herd Behavior

Target Markets

Market segments

Generation Y or Millennials

Baby Boomers or Baby Boom Generation

Lifestyle

Internet shopping

e-commerce

Social Commerce

EWOM (Electronic Word of Mouth)

Packaging