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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 for marketing intelligence information technology mkt 330

Business Resources forMarketing Intelligence & Information TechnologyMKT 330

Kate Randall Haley

Librarian, Business & Economics

University of Massachusetts Dartmouth

Claire Carney Library

key points of contact
Key Points of Contact
  • Business & Economics Librarian
  • UMass Dartmouth Library Reference Desk
business research marketing strategic plans
Business Research: Marketing Strategic Plans
  • Company Analysis
  • Industry Analysis
  • Competitive Analysis
  • Customer Analysis
  • Financial Data
marketing plans
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
marketing plans5
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
business information
Business Information
  • Devise a strategic marketing action plan using the process of environmental scanning.
  • Library secondary resources are critical to this process.
business information7
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.
umd library resources
UMD Library Resources
  • Library Course and Subject Guides:
    • Finding Business Information in the Library
    • International Business Resources
    • WWW Resources for Business & Industry
umd library resources9
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
umd library resources10
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
umd library resources11
UMD Library Resources
  • RDS Business Reference Suite
    • Business & Industry Database
    • Business & Management Practices
    • TableBase
  • InfoTrac Search Bank
    • General Business File
umd library resources12
UMD Library Resources
  • Mintel Reports: Market Research and Consumer Intelligence
  • Company Directory databases:
    • CorpTech “Explore” database
    • Reference USA: Business
industry analysis
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
industry analysis16
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.

competitive analysis
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
competitive analysis24
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.
customer analysis
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
customer analysis28
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
customer analysis31
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 www.census.gov .
  • 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.
financial analysis
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

$

financial analysis35
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
financial analysis42
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
financial analysis46
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
more information
More information
  • Questions??
  • If you need to make an appointment
  • Kate Randall Haley can be reached at
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