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Marketing

Analysis
Company | Competition | Consumer

Strategy
Product | Promotion | Price | Place | Marketing Strategies | Internet Resources


Note: Some of the electronic resources listed here are restricted to the USC community.

For information on international marketing, see our International Business and Marketing page.

Analysis

The Company

If the company is public (i.e., trades stock), you will be able to find lots of information about it, including 10K reports filed with the Securities and Exchange Commission (SEC). If the company is private, your best sources of information will be news resources, trade association publications and periodical articles.

Find general information about companies
These database links will re-direct you to our proxy-enabled subscription database page to facilitate connectivity:

  • Hoover's includes 43,000 public and private companies in the U.S. and around the world.
  • Business & Company Resource Center
  • Factiva contains summaries and detailed financial information for U.S. and foreign companies (Companies/Markets tab). It can also be used to search newspapers and trade magazines.
  • Mergent Online contains historical, financial and news information on over 10,000 public companies, including PDF versions of annual reports for some international companies.
  • Mint Global contains extensive profiles on over 57 million public and private companies in 203 countries worldwide.
  • Million Dollar Database lists companies with over $1 million in revenues
  • Standard & Poor's NetAdvantage lists financial profiles for companies in the S&P 500
  • ValueLine list tearsheets on top companies.  Also available in hard copy at the Crocker Library front desk.
  • Thomas Register of American Manufacturers includes brief information about 155,000 companies; a small number of these companies have their catalogs online. 

Find the company website


Find the company's 10K and 10Q reports

  • Lexis/Nexis Academic allows free-text searching for all SEC filings going back approximately ten years.
  • Hoover's: recent SEC filings are attached to company profiles.
  • Mergent Online: look under the Reports tab to find a company's filings
  • SEC EDGAR is the official government site for SEC filings, including 10Ks, 10Qs and 20Fs. In addition to complete financial information, the 10K includes two major sections of interest: 1) Business, and 2) Management's Discussion.
  • SEC filings are also available at EDGAR-Online. One of the easiest ways to access all three options for SEC filings is through Wall Street Research Network. EDGAR-Online allows you to sort the SEC filings by form type.
  • Compact Disclosure and WorldScope takes information from 10K and 20-F reports and repackages it into smaller segments. These databases are networked on Crocker Library computers only.

Find articles about the company's marketing strategy

  • ABI/Inform via ProQuest: Use the Advanced Search option, type in the company name and select 'Company/Org' in the pull-down box; you may wish to include other terms in a separate field. Most recent articles are available full-text.
  • Lexis-Nexis Academic: Search the 'News' module to find many full-text articles.
  • Factiva: Searches Dow Jones Interactive and Reuters Business Briefings (including the Wall Street Journal).
  • Mint Global: Search the News module
  • EBSCO Business Source Complete contains full-text access to the Harvard Business Review, McKinsey Quarterly and other premier business publications (only enabled through MyMarshall accounts)

Keep up-to-date on your company

  • ABI/Inform via ProQuest allows users to "Set Up Alerts" which directly emails newly published content to you.
  • EBSCO Business Source Complete allow users to create personal accounts to establish "alerts" (only enabled through MyMarshall accounts)
  • Use resources such as Excite's Personal News Tracker to keep yourself up-to-date with news articles about companies.

 

The Competition

The U.S. Census Bureau uses the Standard Industry Classification (SIC) codes to keep track of data on American industries. Many information tools are also organized by these SIC codes. SIC codes are being replaced by a new classification system, the NAICS (North American Industry Classification System).

Find the SIC code for the industry

Find industry overviews
These database links will re-direct you to our proxy-enabled subscription database page to facilitate connectivity:

  • Standard and Poor's NetAdvantage Industry Surveys includes sections on the business environment, how the industry operates, and includes good demographic information for the industry. (Business Circulation Desk) 
  • IBISWorld: find U.S. industry reports indexed by NAICS code.
  • Business and Company Resource Center: find industry reports (domestic and international) by industry code or keyword.
  • Mint Global: Search the "Market Reserach" module to find Datamonitor reports.
  • Encyclopedia of American Industries (Business Reference HC102.E53)
  • U.S. Industry & Market Outlook, 2006  (Business Reference HC101 .U55 2006)
  • Forbes: keyword search for articles on specific industries. Print copies of  recent issues of Forbes are located at the Crocker Circulation Desk.
  • Hoover's: keyword or code search specific industries to find subsectors, related companies, and news.
  • Manufacturing USA (Business Reference HD9721.M364)
  • Handbook of North American Industry (Business Reference HF1746.H36)
  • Encyclopedia of Emerging Industries  (Business Reference HC102 .E54 2000)  Encyclopedia of Emerging Industries (5th edn., 2007) is available full-text online through the Gale Virtual Reference Library's Business module (USC network connection required)
  • Encyclopedia of Global Industries (2007) is available full-text online through the Gale Virtual Reference Library's Business module (USC network connection required) 

Find industry associations and their websites

  • Encyclopedia of Associations is a comprehensive listing of associations arranged by subject (Crocker Reference HS17.G3362).  This can also be searched full-text online through the Business & Company Resource Center database (Advanced Search).

Find competitors

  • Hoover's lists a company's competitors and charts the top three competitor's comparative financial performance against the industry and market as a whole.
  • Mint Global includes a list of competitors in their Company profiles.
  • Mergent Online contains a 'Competitors' tab on all public company profiles.
  • Reference USA will list competitors and nearby businesses.
  • Standard & Poor's NetAdvantage
  • Factiva lists a company's "peer group"
  • Thomas Register of American Manufacturers (Free registration for online version)
  • Market Share Reporter (Business Reference Desk HF5410.M376)
  • Million Dollar Directory (Business Reference HC102.D8)
  • Ward's Business Directory (Business Reference HG4075.A44)

Find industry data from the United States Census Bureau and other government agencies

  • Statistical Abstract of the United States is an excellent starting point for any U.S. statistical information. Look at the source of the information on the tables for more leads. Also available in print (Business Circulation Desk: HA202.A4).

  • Economic Census is produced every five years (years ending with 2 and 7) by the U.S. Census Bureau and provides a detailed portrait of the U.S. economy, from the national to the local level.

  • National Statistics by SIC (from the 2002 Economic Census)

  • Economic Surveys (produced by the U.S. Census Bureau)

  • The Bureau of Labor Statistics provides detailed industry data on employment under their Industries at a Glance.

  • FEDSTATS: More than 70 agencies in the U.S. Federal Government produce statistics of public interest. The Federal Interagency Council on Statistical Policy maintains this site to provide access to the full range of statistics and information produced by these agencies for public use.

Find other industry and economic data

  • U.S. Industry & Market Outlook, 2006  (Business Reference HC101 .U55 2006)

  • Market Share Reporter (Business Reference Desk HF5410.M376)

  • International Marketing Data & Statistics (Business Reference HA42 .I56 2005)
  • TableBase: Includes tables of data on international companies, industries, products and demographics. Tables cover market share, rankings, forecasts, shipments, output, consumption, users, exports, imports, capacity, etc.

  • Economic Report of the President  (Business Reference Desk HC106.5 .A272)

  • Frequently Asked Questions from the Bureau of Economic Analysis

  • Overview of the U.S. Economy, Bureau of Economic Analysis

Locate articles on specific industries

  • ABI/Inform via ProQuest: under the Browse tab find "Industry Trends & Forecasts" segmented by industry 
  • General Business File
  • Lexis-Nexis Academic: Go to Business and click on the radio button for Industry.
  • Factiva: Searches Dow Jones Interactive and Reuters Business Briefings (including the Wall Street Journal).
  • EBSCO Business Source Complete contains full-text access to the Harvard Business Review, McKinsey Quarterly and other premier business publications (only enabled through MyMarshall accounts) 

The Consumer

Explore reports and data from the U.S. Census Bureau and other government agencies

The U.S. Census Bureau provides considerable information about consumer demographics. Its mission is to collect and provide timely, relevant, high-quality data about the people and economy of the U.S. Use the alphabetical listing or the search feature to find materials. The following are examples:

  • Statistical Abstract of the United States is an excellent starting point for any U.S. statistical information. Look at the source of the information for more leads. Also available in print (Crocker Reference Desk HA202.A4).

  • Population Topics is a general guide to census population data.

  • 2000 Census Gateway allows you to tailor specific datasets, for example, by ZIP codes.

  • Ancestry provides selected characteristics of the U.S. population (e.g., age, sex, nativity, income, housing, education, etc.) for specific ancestry groups. Useful for ethnic group market segmentation.

  • Current Population Survey is the primary source of information on the labor force characteristics of the U.S. population.

  • America's Housing

  • Income

  • County and City Data Book provides the latest official statistics for 1,078 cities, all U.S. counties, and places of more than 2,500 inhabitants.

  • Demographic Surveys provides information about surveys other than the census conducted by the U.S. Census Bureau every 10 years.

Other important government agencies and their products include:

Find additional demographic information

  • Demographics USA  (Business Reference Desk HF5001.S91)
  • Datapedia of the United States, 1790-2005  (Business Reference HA202 .K87)
  • Handbook of Demographics for Marketing & Advertising  (Business Reference HC110 .C6L388 1994)
  • The American Customer Satisfaction Index at Ten Years: 1994-2004  (Business Reference HF5415.335 .A53 2005)
  • Multicultural Marketing in America  (Business Reference HF5415.127 .M85 2007)
  • Best Customers: demographics of consumer demand  (Business Reference HC79 .C6R87 2006)
  • Household Spending (Business Reference HC110 .C6H68 2005)
  • Branded Male: marketing to men  (Business Reference HF5415.1255 T86 2008)
  • All About Women Consumers (Business Reference HC110 .C6A643 2005)
  • Crocker Library's Demographics research webpage

Find articles on consumers and consumer behavior
These database links will re-direct you to our proxy-enabled subscription database page to facilitate connectivity:


Find market research reports

  • MarketResearchAcademic.com contains market research reports on global commodities and services.
  • Business & Company Resource Center: search for Industry overviews that contain links to market research reports.
  • OpinionResearch provides business research, consulting and management advisory services in a broad range of industries and disciplines. It sells market intelligence reports through its website; these can be quite expensive.
  • A number of companies conduct customized market research. Use the International Directory of Marketing Research Houses and Services, a.k.a. 'The Green Book,' to find these companies (Business Reference HF5415.2.I53).

 


Strategy

Organizations such as the American Marketing Association provide resources for people in the marketing industry.

Product

These database links will re-direct you to our proxy-enabled subscription database page to facilitate connectivity:
  • Market Share Reporter (Business Reference Desk HF5410.M376)
  • MarketResearchAcademic.com: Find market research reports on a wide variety of consumer products and services
  • TableBase: Includes tables of data on international companies, industries, products and demographics. Tables cover market share, rankings, forecasts, shipments, output, consumption, users, exports, imports, capacity, etc.
  • Hoover's: Company profiles generally list "Products & Operations"
  • Business & Company Resource Center: Company profiles contain a "Products" tab
  • Thomas Register of American Manufacturers (Free registration for online version)

Find the company website


Find articles about a company's products


Promotion

Find articles about advertising and promotion


Price

  • PriceScan.com and PriceGrabber provide links to online retailers with price information.

  • Web 100 ranks internet sites in a number of categories. Check out the category 'Business & Commerce.'

Find the company website
These database links will re-direct you to our proxy-enabled subscription database page to facilitate connectivity:

Find articles about pricing

Place

Find the company website
These database links will re-direct you to our proxy-enabled subscription database page to facilitate connectivity:

Find articles about product placement

  • ABI/Inform - ProQuest 
  • Lexis-Nexis Academic: search 'Sources' to find "News & Business Topics' or "Industry" 
  • Factiva  searches Dow Jones Interactive and Reuters Business Briefings (including the Wall Street Journal).
  • EBSCO Business Source Complete contains full-text access to the Harvard Business Review, McKinsey Quarterly and other premier business publications (only enabled through MyMarshall accounts)

Marketing Strategies

Find books and articles on marketing strategies

  • HOMER: Use subject headings such as: 'marketing,' 'market segmentation,' 'market share,' 'market surveys,' etc.; or search eBrary to find full-text books online.

In Crocker Library:

    • Marketing Information: a strategic guide for business & finance libraries  (Reference HF5415.2 .D49 2004)
    • Handbook of Marketing Research  (Reference 5415.2 H286 2006)
    • Handbook of Marketing (Reference HF5415 .H18665 2002)
    • Encyclopedia of Major Marketing Campaigns (Reference HF5837 .E53 2000).  Volume 2 (2007) is available full-text online through Gale Virtural Reference Library's Business module (USC network connection required)
    • Marketing Plans (Reference HF5415.13 .M369183 2007)
    • The Successful Marketing Plan (Reference HF5415.13 .H523)
    • How to Write a Successful Marketing Plan (Reference HF5415.13 .H52 1997)
    • Marketing Scales Handbook (Reference HF5415.3 B785 1992)
    • Multicultural Marketing In America (Reference HF5415.127 .M85 2007)
    • Marketing and Multicultural Diversity (Reference HF5415.32 .M37 2006) 

Internet Marketing Resources:

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ANALYSIS
Company | Competition | Consumer

STRATEGY
Product | Promotion | Price | Place | Marketing Strategies