USF
Library Resources for Marketing Management
Students creating marketing
plans will want to use the online resources of the USF Library. Databases accessed here provide reliable
information. Students who “google”
their research cannot be assured that these sources are valid.
Listing of databases and
hardcopy information (i.e., books):
http://www.lib.usf.edu/ref/bibs/business.html
Electronic
resources/databases:
http://www.lib.usf.edu/ref/helpsheets/db_business.html
To see alphabetic listing of
all business-oriented databases:
http://www.lib.usf.edu/databases/by_subject.html
(click on business &
economics)
Use my.usf.edu (Blackboard)
to access these library pages off campus, so you have the rights to access the
databases. You’ll see the library tab on the far right of my.usf.edu, as shown
below. Click on the tab, then click on USF Libraries and a new
browser window will open. Then paste
one of the three links above into the window from there…
The number and variety of
secondary sources at our University are astounding. They include article archives
(e.g., articles from the New York Times, BusinessWeek, and industry specific
publications, such as Electronic Commerce News), industry studies, commerce
department information, product information, company information, international
market and company information.
The best way to appreciate the breadth of data sources is to visit the links above and browse the resources.
Examples of secondary
information available:
ABI/INFORM Global
ABI/INFORM Global (Proxy)
contains citations, with abstracts, to articles from over 1400 international
periodicals covering accounting and auditing; economics; computer systems and
information science; engineering management; finance and financial management;
health care; law and taxation; management science; marketing advertising and
sales management; personnel, employee benefits, and labor relations; banking;
insurance; public administration and government; real estate; and
telecommunications. Some Full Text (1971 to date, updated weekly.)
To
access:
·
Go to http://www.lib.usf.edu/ref/helpsheets/db_business.html
·
You should see the
screen below:
·
Scroll down to ABI/INFORM
Global and click on link
·
Scroll down to ABI/INFORM
Global and click on link
·
You should see screen
below:
·
Either leave all
databases selected (which will give you more – and maybe too many – results) or
click on ABI/INFORM databases you’d like to search
o
MarketResearch.com is best searched alone. ProQuest makes it difficult
to search this database in combination with others.
·
The screen below should
appear:
·
Click on the “Advanced
Search” tab to search more than one word combination.
·
Enter the word
combination, for example, say you want to find out about electrical transformers,
you would enter “Electrical” as a key word to look for in the citation AND
“Transformer” as another key word, as shown below.
·
Hit enter and you
should see a listing of all the articles, etc. that have “Electrical AND
Transformer” in their citations.
·
Clicking on them, you
can see the text if available.
·
Click on S-F-X if
the full text is not available to find out where it is in the library
·
If you click on the
link and the text is available, you’ll see the text as below (or in Adobe PDF
format):
MarketResearch.com: Provides industry and demographic studies.
To
access:
·
Go to http://www.lib.usf.edu/ref/helpsheets/db_business.html
·
Scroll down to ABI/INFORM
Global and click on link
·
Scroll down and click
on MarketResearch.com Academic
·
The screen below should
appear:
·
Enter a key word for
the market you are interested in, e.g., pizza. If you get too many results, go
to the advanced search tab and do a Boolean search (e.g. Pizza AND
Restaurants).
·
Based on your
parameters, you will get a screen like this, showing your results by title and
data source (who produced the study). NOTE that all results in this database
are shown as “1 page,” which is not actually the number of pages in the report.
·
If you click on the hot
link, you will see more information about the report – including an abstract at
the bottom of the page summarizing the report – and instructions on
downloading, as shown below:
Click on “Click here to
download the full report” if you are interested in it.
Note that some of these reports can be very large PDF
files, so make sure you want it before downloading over a dial-up connection!! An example of such a report in PDF format is below:
BUSINESS & COMPANY RESOURCE CENTER
The database, published by
Gale Group, offers industry intelligence on thousands of global companies from
the following sources: periodical articles, news articles, and press
releases. It provides information on domestic
and international companies including hierarchical structures; investment
reports; corporate chronologies and company histories; brands and product
information; industry and company rankings; and financial and industry
overviews. Coverage is from 1980 to the
present.
Standard & Poor's Net Advantage
Standard & Poor's Net
Advantage provides nine of its most popular publications: Stock Reports,
Industry Surveys, Corporation Records, Register, Stock Guide, Bond Guide,
Earnings Guide, The Outlook, and Dividend Record. This is an excellent
resource for industry surveys.
LEXISNEXIS
ACADEMIC (Proxy)
provides access to business and company information. "Business News"
provides access to full text business articles from newspapers, magazines,
journals, wires & transcripts. "Company Financial" had detailed
financial data about US companies. EDGAR filings, annual and quarterly reports,
and proxy statements can be found in "SEC Filings & Reports".
Industry news from over 25 industries, as well as accounting journals are
indexed in this database. Information on trade shows and other events can be
found within "Directories". Full Text (Current, updated daily.)
Some newer databases on-line through USF libraries:
EIU Executive Briefing
– by the Economist Intelligence Unit:
GREAT for international
information!!
EIU Executive Briefing, from
the publishers of The Economist, provides access to strategic intelligence for
global executives and political researchers on industries, countries and
management practice. The database features five-year, country-by-country
outlooks for eight key industries (automotive, consumer goods, energy,
financial services, food and drinks, healthcare, telecoms and IT, and travel
and tourism) across 60 markets. It also provides invaluable industry
background, including historical output data, analysis of key players and
competitive trends, and news of recent deals. Executive Briefing supplements
the industry coverage with timely insights on corporate trends and management
practices.
Before searching the
database, look in the upper left corner of the screen under the Country Home
Pages box and make a selection at Choose a country.
Mergent Online
Mergent Online provides U.S.
and international company data ranging from comprehensive information on
companies that is downloadable in PDF, Word, or Excel to one-page profiles of
over 10,000 U.S. companies. Provides data including business description,
history, property, subsidiaries, officers and directors, long-term debt and
capital stock. Financial statements are presented in "as-reported"
form and in native currencies, maintaining the full integrity of this critical
information. For companies based around the world, users can search by company
name or ticker symbol, or searching across all global boundaries to find
companies that match specific financial and/or textual search criteria.
Reuters Business Insight
Reuters Business Insight
produces market analysis reports across eight markets; e-commerce, technology,
telecommunications, financial services, healthcare, consumer goods, energy and
human resources. These reports provide expert discussions and forecasts into
topical issues that are affecting these sectors, and the research carried out
for each report is written in-house and derived from extensive primary
research. These reports provide an invaluable source of information of how the
market stands, forecasts to where it is headed and include the mapping of data
through tables and case studies, and help apply the theories that are taught
and investigated by both faculty and students.
TableBase
TableBase specializes
exclusively in tabular data on companies, industries, products and
demographics. International in scope and covering more than 90 industries,
TableBase provides: Company and brand rankings; Imports and exports; Industry
and product forecasts; Market share; Number of users/outlets; Production and
consumption statistics; Trends and demographics; Usage and capacity and more.
For example, if you are
trying to figure out how to reach Baby Boomers with a new product message
(Promotion), you can search TableBase for “Baby Boomers” AND “TV Advertising”
AND “US Only,” click “Search” and you get…
Hence, there are two reports
available on television and baby boomers.
Click on the first and you see the information:
