MKT 3600: Marketing Management
E. Danneels
General Information
Information Perspectives
Internal - Corporate View
- Annual form 10-K report filed with the SEC
- President's letter from the annual report to the stockholders,
- Press releases, SEC filings and other company documents
External - Outsiders
- Business journal and news articles,
- Industry analyses
- Investment analyst reports
Research Companies
QuickFIND - Multi-database Search for Articles & Books
Start with QuickFIND multi-database search to retrieve results from 12 databases (including the library catalog & Worldcat for books) on your topic with one search. There are 3 ways to search:
WPI Subscribed Databases:
- Hoovers
- Thomson One-Banker Analytics: Search, view and extract information on companies, most internal but allows company & competitor comparisons. Search Tips (doesn't work with FireFox, use IE!)
- Gale General BusinessFile ASAP - Choose Advanced Search, Search investment reports: By ticker symbol for analyst reports (sometimes you'll find forecasts, reasons why investors should or shouldn't invest in a company, new product launches, etc.)
Free Web Sites:
Current Company/Industry News And Articles
Many advertising/marketing trade magazines track marketing campaigns, trends, and strategies.
- LEXIS®-NEXIS® Academic: Provides a wide range of full text news, legal, and business information. Includes patent information as well. Over 5,000 full text publications are included.
- EBSCOhost Business Source Premier: Provides full text for nearly 3,300 scholarly business journals, including full text for more than 1000 peer-reviewed business publications. Search within the following advertising industry trade publications for information on marketing/advertising campaigns (click search within this publication and add AND then your search terms):
Sample Searches
(marketing or advertising or promotion) and (ipod* or mp3 or apple computer)
Glean information on the industry as well:
(mp3 players or ipod or digital audio players) and (industry or market or forecasts or trends or sales or units)
See also trade press such as Billboard.
EBSCOhost Business Source also contains:
- Industry Reports: for example Datamonitor Games Consoles Industry Profile: Global. Refine search by choosing "Industry Report."
- Company profiles - for overview of companies such as Nintendo in a PDF format. To find search for company name, then choose Company profiles. Many include SWOT anaylses.
Only Finding a Citation? Getting the Full Text
Within library databases, look for the
FullTextFinder link, for retrieval options.
- Is the journal online or here in the library? Search our Journals, Magazines, & Newspapers
- Visit another library: Search WorldCat to find out one
- Request delivery from another library: Interlibrary Loan.
WPI's Journal, Magazine, Newspaper Search
To find sources such as Fortune, Business Week and other print or online titles that the library subscribes to, search by source title within our Journals, Magazines, & Newspapers list.
Customer & Target Market Information
Sample Search
(video game console* or wii) and (consumers or customers or demographic* or target market or ages or gender or income or ethnicity)
- Consumer Reports.: Online via EBSCOhost Business Source Premier 1991 to present or Gale Powersearch 1999 to present
- Consumers' Research Magazine: Location: POPULAR magazines, 3rd floor. Coverage: Current 5 years. Online via EBSCOhost Business Source Premier 1990-2004.
- Encyclopedia of Associations. Detroit, Gale Research Co. [REF HS17 G334]: Trade associations may be good sources of statistical and market information. To find association web sites, also try a web search on keywords: association video games. For example, this will lead you to the Entertainment Software Association, which has industry facts on usage of video games. They also publish Essential Facts about the Computer and Video Game Industry.
Competitors And Manufacturers
- Check Competition section of 10-K filing if publicly traded company
- Check Hoovers
- Search Patents
- Search for other similar products and research the company
- Try company directories in the library or online (by industry or product code):
- LexisNexis Academic - choose Business.
- Directory of Corporate Affiliations. 5 vols. [REF HG4057 A219]
- Thomas Register of American Manufacturers.
Industry Information
Use Databases & Electronic Resources mentioned above, but also the following resources may also be useful. Be sure to check EBSCOhost for an industry report.
- Encyclopedia of American Industries - snapshots of industry data by broad industry category (electronic components; Electronic Computers, etc. by SIC code)
- Almanac of Business and Industrial Financial Ratios. Englewood Cliffs, N.J.: Prentice-Hall. [REF HF5681 R25 T68].
- Business Statistics of the United States. Lanham, MD: Bernan Press. [REF HC 101 A13124]
- U.S. Industry & Trade Outlook. New York : DRI/McGraw-Hill : Standard & Poor's ; Washington, D.C. : U.S. Dept. of Commerce/International Trade Administration. [REF HC106.5 A17] - also for more current information check the International Trade Adminstration, Economic Census, and other census data sources.
Give Credit! Cite Your Sources
Try RefWorks if you wish to create a personal database of your references which can be output into any citation style.
Questions?
Maintained by lib-webmaster@wpi.eduLast modified: Sep 08, 2009, 09:43 EDT
