Btm7101 Activity 4
Activity 4
For this activity we were required to perform a library search for resources relating to our
field of professional expertise or research interest. My field of research interest is marketing,
hence I researched Marketing Mix.
Logging into the library at Northcentral University (NCU), I typed Marketing Mix into
the Roadrunner program using the search limiters: Full Text and Scholarly/Peer Reviewed
Journals. Surprisingly, the Roadrunner program took me to the EBSCO host site. Numerous
articles appeared, at which time I had to limit my search by date. The dates I used were January
2000 through December 2007, which reduced the number of articles immensely. The article
listed below was the only one I chose from this search for my paper.
Constantinides, E. (2006). The marketing mix revisited: towards the 21st century marketing.
Journal of Marketing Management. 22, 407-438. Retrieved from
http://www.tandfonline.com
Knowing the need for the successful use of the various research databases NCU has
available to the student, I decided to use each. I used EBSCO host directly for my next search
and used the limiters of dates: January 2008 through January 2013, key words Marketing
Mix and Marketing and Full Text and Scholarly/Peer Reviewed Journals. Once again, many
articles were shown and I read several with this one being most closely related to my search:
Chikweche, T., & Fletcher, R. (2012). Revisiting the marketing mix at the bottom of pyramid
(BOP): from theoretical considerations to practical realities. Journal of Consumer
Marketing. 29, 507-520. doi: 10.1108/07363761211275018.
Lastly, I used the search database Proquest with success. To my surprise, many different
articles were shown. In all honesty, I expected the same articles to appear as had appeared
in EBSCO host having used the same search parameters. Perusing many of the
For this activity we were required to perform a library search for resources relating to our
field of professional expertise or research interest. My field of research interest is marketing,
hence I researched Marketing Mix.
Logging into the library at Northcentral University (NCU), I typed Marketing Mix into
the Roadrunner program using the search limiters: Full Text and Scholarly/Peer Reviewed
Journals. Surprisingly, the Roadrunner program took me to the EBSCO host site. Numerous
articles appeared, at which time I had to limit my search by date. The dates I used were January
2000 through December 2007, which reduced the number of articles immensely. The article
listed below was the only one I chose from this search for my paper.
Constantinides, E. (2006). The marketing mix revisited: towards the 21st century marketing.
Journal of Marketing Management. 22, 407-438. Retrieved from
http://www.tandfonline.com
Knowing the need for the successful use of the various research databases NCU has
available to the student, I decided to use each. I used EBSCO host directly for my next search
and used the limiters of dates: January 2008 through January 2013, key words Marketing
Mix and Marketing and Full Text and Scholarly/Peer Reviewed Journals. Once again, many
articles were shown and I read several with this one being most closely related to my search:
Chikweche, T., & Fletcher, R. (2012). Revisiting the marketing mix at the bottom of pyramid
(BOP): from theoretical considerations to practical realities. Journal of Consumer
Marketing. 29, 507-520. doi: 10.1108/07363761211275018.
Lastly, I used the search database Proquest with success. To my surprise, many different
articles were shown. In all honesty, I expected the same articles to appear as had appeared
in EBSCO host having used the same search parameters. Perusing many of the
References: Chikweche, T., & Fletcher, R. (2012). Revisiting the marketing mix at the bottom of pyramid (BOP): from theoretical considerations to practical realities Constantinides, E. (2006). The marketing mix revisited: towards the 21st century marketing. Goi, C. (2009). A review of marketing mix: 4ps or more? International Journal of Marketing Kotler, P. (2009). Philip kotler marketing. Retrieved from http://www.philipkotlermarketing.com/ Kurtz, D. (2012). Contemporary business. (15th ed.). Customer driven marketing (pp. 330-333).