MKT 506: Principles of Marketing

C. Kasouf

General Information

Research Company and Competitors

Current Company/Industry News And Articles

Many advertising/marketing trade magazines track marketing campaigns, trends, and strategies.

Business and Industry: Business and industry facts, figures, and key events
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.
Wall Street Journal - ProQuest: Search and read the full text of the Wall Street Journal back to 1984.

Keywords to try:

advertising, marketing, campaigns, sales promotion, samples, target market*, physical distribution

Glean information on the industry as well:
(tobacco or cigarette) and (industry or market or forecasts or trends or sales or units)

Use ethic* (most databases truncate with * except LexisNexis which uses !) will search for ethic, ethics, ethical

EBSCOhost Business Source Premier: Provides full text for nearly 3,300 scholarly business journals, articles from business/marketing journals. Trade journals targeted towards ad agencies such as Brandweek, Advertising Age, Adweek, and Marketing News may include information on controversial campaigns. Academic journals such as Business Ethics Quarterly will give more in-depth scholarly analysis of specific cases. Coverage: Varies by publication but some back to 1922. Check out the following titles for information on marketing/advertising campaigns:

EBSCOhost Business Source Premier - Business Searching Interface also contains industry profiles, from Datamonitor, refine search by choosing Publication Type, Industry Report. For overview of company in a PDF format by Datamonitor, search for company name, then choose Company profiles.

Competitors

Check Competition section of 10-K filing if publicly traded company
Check Hoovers - choose Competition on left sidebar
Search Patents
Search for other similar products and research the company name. Visit stores in person or online
Try company directories in the library or online (by industry or product code):
- LEXIS®-NEXIS® Academic = choose Business > Company Profiles
- Directory of Corporate Affiliations. 5 vols. Ref HG4057 A219
- Thomas Register of American Manufacturers.

Only Finding a Citation? Getting the Full Text

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.

Find Books

at WPI (library catalog) | Beyond (WorldCat)

Find Statistics

The key is to track down government agency that may regulate the market (ATF, FDA, etc). Also trade associations.

Selected Journals related to business ethics at WPI:

Give Credit! Cite Your Sources

Questions?

Stop by the reference desk or set up a research consultation.

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Last modified: Aug 27, 2007, 16:31 EDT