It's in the MaterialMapName (0xa300) chunk, which is nested as follows:
Chunk Primary (0x4d4d) Len 37569 (0x000092c1)
Chunk MeshData (0x3d3d) Len 33686 (0x00008396)
Chunk MaterialData (0xafff) Len 226 (0x000000e2)
Chunk MaterialTexMap (0xa200) Len 49 (0x00000031)
Chunk MaterialMapName (0xa300) Len 17 (0x00000011)
Map Name ALIEN2.BMP
Basically you have to be able to recursively walk the chunks, knowing which ones might have nested chunks. The following is from some debugging messages from my .3ds exporter in JTEdit, up to the end of the MaterialData chunk. You can just skip the chunks you don't know or care about because of the embedded chunk size:
Chunk Primary (0x4d4d) Len 37569 (0x000092c1)
Chunk Version (0x0002) Len 10 (0x0000000a)
Version 3
Chunk MeshData (0x3d3d) Len 33686 (0x00008396)
Chunk MeshVersion (0x3d3e) Len 10 (0x0000000a)
Mesh version 3
Chunk MaterialData (0xafff) Len 226 (0x000000e2)
Chunk MaterialName (0xa000) Len 18 (0x00000012)
Material Name Material #1
Chunk MaterialAmbient (0xa010) Len 15 (0x0000000f)
Chunk Color24 (0x0011) Len 9 (0x00000009)
(45, 16, 16)
Material ambient 45, 16, 16 linear 0, 0, 0
Chunk MaterialDiffuse (0xa020) Len 15 (0x0000000f)
Chunk Color24 (0x0011) Len 9 (0x00000009)
(137, 50, 50)
Material diffuse 137, 50, 50 linear 0, 0, 0
Chunk MaterialSpecular (0xa030) Len 15 (0x0000000f)
Chunk Color24 (0x0011) Len 9 (0x00000009)
(229, 229, 229)
Material specular 229, 229, 229 linear 0, 0, 0
Chunk MaterialPower (0xa040) Len 14 (0x0000000e)
Chunk PercentInteger (0x0030) Len 8 (0x00000008)
(25)
Material shininess 25
Chunk MaterialShine2Pct (0xa041) Len 14 (0x0000000e)
Chunk PercentInteger (0x0030) Len 8 (0x00000008)
(5)
Material shininess 2 5
Chunk MaterialTransparency (0xa050) Len 14 (0x0000000e)
Chunk PercentInteger (0x0030) Len 8 (0x00000008)
(0)
Material transparency 0
Chunk MaterialXPFAll (0xa052) Len 14 (0x0000000e)
Chunk PercentInteger (0x0030) Len 8 (0x00000008)
(0)
Material XPF all 0
Chunk MaterialRefBlur (0xa053) Len 14 (0x0000000e)
Chunk PercentInteger (0x0030) Len 8 (0x00000008)
(0)
Material reference blur 0
Chunk MaterialShading (0xa100) Len 8 (0x00000008)
Shading 3
Chunk MaterialSelfILPct (0xa084) Len 14 (0x0000000e)
Chunk PercentInteger (0x0030) Len 8 (0x00000008)
(0)
Material self IL 0
Chunk (unknown) (0xa08a) Len 6 (0x00000006)
Chunk MaterialWireSize (0xa087) Len 10 (0x0000000a)
Wire size 1.000000
Chunk MaterialTexMap (0xa200) Len 49 (0x00000031)
Chunk PercentInteger (0x0030) Len 8 (0x00000008)
(100)
Chunk MaterialMapName (0xa300) Len 17 (0x00000011)
Map Name ALIEN2.BMP
Chunk MaterialMapTiling (0xa351) Len 8 (0x00000008)
Map tiling flags 0x0000
Chunk MaterialMapBlur (0xa353) Len 10 (0x0000000a)
Map blur 0.000000
-John
John Thompson
http://www.jtgame.com/jtedit