Business Research: Finding Marketing Information

The marketing mix is most commonly executed through the 4 P's of marketing: Price, Product, Promotion, and Place.

           From:  Cleverism - Understanding the Marketing Mix Concept – 4Ps

Here is a quick start using Credo Reference to do background research

Business Valuation

The  market approach is a relative business valuation approach that values a business or an intangible asset relative to other actual valuation transactions. The main idea behind the market approach involves getting the price that is a multiple of the benchmark, that is the price to earnings ratio, price to book value, EV to EBITDA, etc.

From:  Equivista

Kotler, P. (2020). Marketing and Value Creation. Journal of Creating Value, 6(1), 10-11. https://doi.org/10.1177/2394964320903559  |  Link to access

Finding Marketing Mix Information using Library Databases

Access ABI/INFORM Collection (use your credentials to login)

Suggested searches: 

4ps marketing

4Ps AND marketing

Four Ps marketing mix

Use the filters on left side to limit the search results, example: Document Type, Source Type, Subject, Location, Publication date.

Using the Everything tab, enter:  4Ps AND marketing

On the results page, use the Subject filter and select:  Marketing mix

More search suggestions on marketing mix and value marketing:  (Use the Subject Filter!)

(four Ps or 4Ps) approach AND marketing

Value marketing approach AND marketing

4Ps marketing vs value marketing

marketing mix AND value marketing

marketing mix approach AND marketing value based approach

price promotion product place marketing vs creating value communicating value delivering value exchanging value

(price OR promotion OR product OR place) marketing

(creating OR communicating OR delivering OR exchanging) value AND marketing

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