MKTG 483: Advertising & Promotion: An Integrated Marketing Communications Approach: Company & Industry Research
Finding Company Reports in Business Source Complete
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Company Research
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Business Source Complete [EBSCO]Search Business Source to search for articles related to all aspects of your company. Remember: Business Source also contains reports on public and private companies.
Company Research Tips:
- Publicly-traded companies will be easier to research than private companies.
- You will use a mix of library resources (Mergent, Business Source Complete) and online resources.
- Some companies are easier to research than others. Companies and brands are merged and absorbed regularly, and this can make finding even recent information difficult.
- Just because you want a certain piece of information doesn't mean it is available.
- Sometimes you will have to make an educated guess.
- Always check the company's website for information, especially the 10Ks and proxy statements.
- Wall Street Journal has a great page on How to Read a Proxy Statement.
Remember: Don't hesitate to ask for help if you need it!
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Mergent OnlineContains basic company information as well as current and historical financial information. Use to find information on your company and its competitors. Now contains information on private companies.
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Dossier [LexisNexis]Database of public and private companies. Use it to find basic info as well as a corporate tree (who owns whom). Search by brand name to find the owner of that brand. Great place to find competitor information.
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Value Line Investment SurveyIncludes analyst opinions on 1,700 publicly-traded companies and full industry reports.
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Nexis Uni (formerly Lexis-Nexis)Search for company information, including investment reports, merger & acquisitions, and Hoover reports by searching in the "Get Company Info" search box.
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Global Newsstream [ProQuest]Use major newspapers for current events about your brand or company. ProQuest Newspapers also has the Wall Street Journal.
Industry Research
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IBISWorldReports on more than 700 industries cover several basic categories:
- Key statistics
Market segmentation
Market characterization
Industry conditions
Key factors
Key competitors
Industry performance
Outlook - Key statistics
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Business Source Complete [EBSCO]Reports cover US and international industries. Industry profiles include:
- Executive summary
Market overview
Market value
Market segmentation
Market share
Competitive landscape - Executive summary
Market Share
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IBISWorldThe Market segmentation section has some market share information
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Market Share ReporterAn annual compilation of market share reports. Organized by SIC code, you can find market share by brand name, company, product/service, and more.
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Business Source Complete [EBSCO]Industry Reports: Many include information on market share. Some of their industry reports may include more niche industry info than IBISWorld
Trade Articles: Search for trade articles relating to market share in your industry. So a search for your product and "market share."
How to Locate U.S. Industry Reports
Locating industry reports in Business Source Complete and IBISWorld.
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| Business Source Complete | IBISWorld |
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