MGT-300
Marketing Resource Guide
Jeff Desannoy, Librarian & business liaison (23 February 2010)
#1 - Databases
A. Mergent Online – locate information about both publicly-traded and private companies. Look at a
company’s profile to identify SIC and NAICS codes – these are useful search elements. (When searching
for company profiles of private companies check the box labeled ‘Include private companies’ at the
basic search screen).
When you’re looking at a company remember the tab labeled ‘EDGAR’ which allows you to search for
the 10-k reports of publicly-traded companies.
Remember: click on the link *cheatsheet+ next to the link for Mergent when you’re on the *Business
databases subject page. This will give you instructions on creating Company Analysis Report as well as an
Industry Averages Report.
B. Business Source Premier is a very important database where you can find articles about your
company and industry. Use it for at least two purposes. First, look at Company Profiles (provided by
Datamonitor Reports). Secondly, look for articles about the industry your company is in. One search
examples is cosmetics and “marketing strategy”.
C. ProQuest National Newspapers Core Collection is the database we used to search the Wall Street
Journal. To find this database, start at the library homepage. Click on the link ‘Newspaper Articles’ and
then choose ProQuest National Newspapers. Remember to click in the box for ‘Full text documents
only’.
D. Value Line Investment Survey. Use this database for the company and industry analysis in individual
company and industry reports.
#2 - Reference Books
Market Share Reporter, 2 volumes (Ref 658.834 M345)
This source gives information on corporate, brand, product, service and commodity market shares.
Helpful arrangement by four-digit SIC code helps researchers easily access needed data for more than
3,600 entries. See the Company Index and the Brand Index.
International Marketing Data & Statistics (Ref 658.83 I61)
This book offers statistical information on hundreds of countries relevant to international market
planning. It covers 24 separate product sections, such as: consumer prices and costs, consumer
expenditure, retailing, and household profiles.
The Lifestyle Market Analyst: A Reference Guide for Consumer Market Analysis (Ref 658.834 L722)
Here you will find market-by-market demographic and lifestyle data about the United States.
#3 - Publications (Key to databases: ASP = Academic Search Premier and BSP = Business Search Premier)
Advertising Age - available in ASP
Harvard Business Review - BSP
Journal of Marketing Research (AMA*) - BSP
Journal of Marketing Theory & Practice- BSP
Journal of Product & Brand Management - BSP
Journal of Strategic Marketing - BSP
#4 - Websites
Alibaba - http://www.alibaba.com/
Chinese-based business-to-business trading site Alibaba.com
Quantcast - http://www.quantcast.com/
Click on 'Learn more' under Everyone. See both Quantcast Publisher (and Quantcast Marketer).
Quantcast Publisher is a measurement service that creates demographic, geographic, and affinity-based
audience profiles. Sign up for a free account.
Organisation for Economic Co-operation and Development - http://www.oecd.org/
For more than 40 years, OECD has been one of the world's largest and most reliable sources of
comparable statistics and economic and social data. As well as collecting data, OECD monitors trends,
analyses and forecasts economic developments and researches social changes or evolving patterns in
trade, environment, agriculture, technology, taxation and more.
Consumer Expenditure Survey (CE) - http://www.bls.gov/cex/home.htm
Provides information on the buying habits of American consumers, including data on their expenditures,
income, and consumer unit (families and single consumers) characteristics. The most recent public use
microdata sets are for 2008.
American FactFinder - http://factfinder.census.gov/
As the website states the Factfinder at the Census Bureau is the largest source for population, economic,
housing, and geographic data.
International Monetary Fund - http://www.imf.org/
The IMF's website states it is “an organization of 186 countries, working to foster global monetary
cooperation, secure financial stability, facilitate international trade, promote high employment and
sustainable economic growth, and reduce poverty around the world.” Use its World Economic Outlook
Databases. Note that some content is restricted to subscription-only.
The World Bank - http://www.worldbank.org/
Click on the tab ‘Data & Research’. Note two sections: first, the box labeled ‘Data’ (‘Key Statistics’ dropdown menu) and secondly the ‘Prospects’ box (drop-down menu labeled ‘Prospects products’). Also
explore the ‘Countries’ tab. The World Bank, established in 1944, is a vital source of financial and
technical assistance to developing countries around the world. It is headquartered in Washington D.C.
Nielsen Company - http://en-us.nielsen.com/ *marketing and media information company
This privately held company provides their clients with the most complete understanding of consumers
and markets worldwide. The company measures and analyzes how people interact with digital
platforms, traditional media and in-store environments - locally as well as globally.
#5 - Professional Associations
*American Marketing Association (AMA) - http://www.marketingpower.com
Association of Product Management and Product Marketing - http://www.aipmm.com/
#6 – Search tools for digital video online
Clipblast.com - http://clipblast.com/#welcome
*Can limit search to the business category for more relevant results.
blinkx.com - http://www.blinkx.com/
This site offers the ability to search Web audio and video content. It includes searchable content from
Blinkx’s 350 media partnerships, including national broadcasters, commercial media giants, and private
video libraries.
Video Surf - http://www.videosurf.com/
This video search engine allows users to search and watch online videos. VideoSurf uses visual
identification, rather than text only searching to improve relevant results. Founded in 2006.
Google Video - http://video.google.com/
A powerful video search engine.
#7 - Foreign sources of important statistical surveys
* Consumer expenditures are generally published in national statistical offices. Check the websites
below in addition to International Marketing Data & Statistics.
South Korea National Statistic Office
http://kostat.go.kr *wait for page to load and click on ‘English’ in upper right corner (retail trends)
China National Bureau of Statistics
http://www.stats.gov.cn/english/ …*see tab labeled ‘Statistical Data’, then ‘Yearly Data’ in left column
Brazilian Agency for Statistical and Geographic Information
http://www.ibge.gov.br/english/… *see tab labeled ‘Economy’
Argentina National Institute of Statistics and Census
http://www.indec.mecon.ar/… *click button ‘English version’
Chile National Institute for Statistics
http://www.ine.cl/… *click on the button that looks like the flag for Great Britain
Japan Statistics Bureau
http://www.stat.go.jp/... *click on the link titled ‘English’ in the upper right
Hong Kong Census and Statistics Department
http://www.censtatd.gov.hk/ … *click on the link titled ‘English’
Mexico National Institute of Statistics, Geography and Informatics
http://www.inegi.org.mx/inegi/default.aspx... *English not available. Use Google Translate.
Vietnam General Statistical Office
No website available