Use our Ask A Librarian service to reach a Research Librarian by phone (314-246-6950 or 1-800-985-4270) or drop-in (see our library and research desk hours) or email or chat, 24/7.
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The Webster University Library website is at library.webster.edu/
For additional databases and library services see the main Business & Management research guide.
For additional marketing databases see the Marketing research guide
Remember: The examples shown during the library session and on the research guide are just used as examples to showcase a concept or show you important things in a database. Do not assume that your librarian(s) are suggesting that you pick that manufacturer or target market for your team project.
Marketers label the generations using birth years and age ranges. The following document lists generation titles and profiles from: American Generations: Who they are and how they live, 9th ed., 2018. Ithaca, NY: New Strategist Publication, Inc.
American Generations: Who they are & how they live (9th ed.) by The pages in this guide provide library resources to help you find information on the four Cs: Context (Environment), Customer, Company and Competition.
Context provides industry reports that provide insights into the broader business environment
Customer/consumer-- market research data on demographic, lifestyle, & product purchases
Company and competition -- business profiles and SWOT reports
Article databases: create keyword searches to find trade (e.g. Advertising Age), business (e.g. Bloomberg Businessweek) and popular magazine (e.g. Consumer Reports) articles and reports on the four C’s as well as the four P’s-- Product, Price, Place, and Promotion
Image from Essentials of Marketing by Perreault, Cannon, and McCarthy (c) 2019, McGraw-Hill.