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Business Resources for Marketing Intelligence & Information Technology MKT 330. Kate Randall Haley Librarian, Business & Economics University of Massachusetts Dartmouth Claire Carney Library. Key Points of Contact. Business & Economics Librarian Kate Randall Haley

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Business Resources forMarketing Intelligence & Information TechnologyMKT 330

Kate Randall Haley

Librarian, Business & Economics

University of Massachusetts Dartmouth

Claire Carney Library

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Key Points of Contact

  • Business & Economics Librarian

    • Kate Randall Haley

    • 2nd floor library, ext. 8670

    • [email protected]

  • UMass Dartmouth Library Reference Desk

    • 2nd floor library, ext. 8678

    • [email protected]

    • Live Chat service

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Business Research: Marketing Strategic Plans

  • Company Analysis

  • Industry Analysis

  • Competitive Analysis

  • Customer Analysis

  • Financial Data

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Marketing Plans

  • Strategies for the Green Economy: Opportunities and challenges in the new world of business / Joel Makower & exclusive market research by Cara Pike

    • HF5413 .M45 2009

  • Do it Wrong Quickly: How the web changes the old marketing rules / Mike Moran

    • HF5415.1265 .M6646 2008

  • Powerhouse Marketing Plans: 14 outstanding real-life plans and what you can learn from them to supercharge your own campaigns / Winslow Johnson

    • HF6415.13 .J5878 2004

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Marketing Plans

  • Marketing your business : a guide to developing a strategic marketing plan/Ronald A. Nykiel

    • HF5415.135 .N957 2003

  • Marketing plans that work : targeting growth and profitability /Malcolm H.B. McDonald, Warren J. Keegan

    • HF5415.13 .M3154 2002

  • How to develop a strategic marketing plan : a step by step guide /Norton Paley

    • HF5415.135 .P33 2000

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Business Information

  • Devise a strategic marketing action plan using the process of environmental scanning.

  • Library secondary resources are critical to this process.

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Business Information

  • Choose a public company

  • Assess industry trends

  • Locate financial and market information

  • Identify competitors

  • Analyze consumer behavior & trends

  • Library resources are a combination of electronic and print materials. The “E” library is available 24 hours a day.

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UMD Library Resources

  • Library Course and Subject Guides:

    • Finding Business Information in the Library

    • International Business Resources

    • WWW Resources for Business & Industry

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UMD Library Resources

  • Library Articles and Databases

    • Choose a public company

      • Hoover’s Company Records

      • Mergent Online

        • Industry Reports

      • Standard & Poor’s NetAdvantage

        • Stock Reports

        • Industry Surveys

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UMD Library Resources

  • Identify technological, political-legal, economic, social-cultural and competitive environments using these resources:

    • ProQuest Direct

      • ABI/Inform Global

      • ABI/Inform Trade & Industry

      • ABI/Inform Dateline

      • Massachusetts Newspapers

      • National Newspapers

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UMD Library Resources

  • RDS Business Reference Suite

    • Business & Industry Database

    • Business & Management Practices

    • TableBase

  • InfoTrac Search Bank

    • General Business File

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UMD Library Resources

  • Mintel Reports: Market Research and Consumer Intelligence

  • Company Directory databases:

    • CorpTech “Explore” database

    • Reference USA: Business

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Industry Analysis

  • Industry overviews: from Library databases and print reference resources

  • Standard & Poor’s NetAdvantage

  • Industry Surveys

  • Mergent Online Industry Reports

  • Value Line Investment Survey

  • RESERVE HG 4501 .U26

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Industry Analysis

  • Industry overviews: Library databases and print resources

Update the information from S&P and Mergent with current articles from the ABI/Inform databases: Global, Trade & Industry and Dateline; from the RDS databases: Business & Industry, Business & Management Practices, and TableBase; and from InfoTrac’s General BusinessFile.

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Competitive Analysis

  • Use ABI/Inform, RDS and InfoTrac databases to search for the specific competitors by company name that you identified from the industry overviews and focus on:

    • product development

    • market trends

    • pricing

    • promotion

    • distribution

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Competitive Analysis

  • Use the company directory databases Reference USA: Business and CorpTech “Explore” to search for specific competitors by company name, industry area, zip or area code, town, or state.

  • Don’t forget to start with the local telephone directory “yellow pages” for your most basic analysis.

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Customer Analysis

  • Use print Library resources to examine the characteristics of your potential customers.

    • Demographics USA (County and Zip Code editions) REF HF 5415.1 .D46

    • LifeStyle Market Analyst REF HF 5415.33 .U6 .L54

    • Massachusetts Municipal Profiles DESK REF HT 123.5 .M4 M397

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Customer Analysis

  • Use Mintel Market Research and Consumer Intelligence database in addition to current articles from ABI/Inform, RDS and InfoTrac databases, as well as U.S. Census Bureau data to assess consumer behavior, trends and market influences.

    • Mintel Reports

    • ABI/Inform Global

    • Business & Industry

    • Business & Management Practices

    • General Business File

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Customer Analysis

  • Census Bureau data can include information on individuals from the Census of Population, or on industries such as County Business Patterns. Go to .

  • The American FactFinder gives fast access to population, income, etc., using city or zip code searching, and offers detailed data as well. Go to the FactFinderhome page.

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Financial Analysis

  • Public company data is readily available. Use Library resources to retrieve more detailed information.

  • Mergent Online

    • 10K: Description of Business, Management Discussion

  • Standard & Poor’s NetAdvantage

    • Stock Reports

  • Value Line Investment Survey RESERVE HG 4501 .U26


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Financial Analysis

  • Mergent Online

    • Use the EDGAR search feature to retrieve the most recent 10K; download the Description of Business and Management Discussion sections in particular

  • Standard & Poor’s NetAdvantage

    • Stock Reports on your company and on publicly held competitors give added value to your analysis

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Financial Analysis

  • Private company data is more difficult to acquire. Use Hoover’s and the directory databases to assess ranges of sales figures and numbers of employees for your privately-held competitors.

  • Hoover’s Company Records

  • CorpTech “Explore” database

  • Reference USA: Business

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Financial Analysis

  • Use print Library resources to evaluate standardized balance sheet and income statement data as well as ratios for companies within various industry areas using NAICS codes.

    • Leo Troy Almanac of Business & Industrial Financial Ratios RESERVE HF 5681 .R25 A44 annual

    • D&B Industry Norms and Key Business RatiosRESERVE HF 5681 .R25 annual

    • RMA Annual Statement Studies RESERVE HF 5681 .B2 R6 annual

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More information

  • Questions??

  • If you need to make an appointment

  • Kate Randall Haley can be reached at

    • Email [email protected]

    • telephone 508.999.8670

    • the Reference Desk