The Brand's Company

A company report is a quick way to get company history, scope of business and financial performance.  Remember if you choose a brand offered by a private firm this information may be relatively scarce.

Additional sources include the company web site an annual report or 10K.  You can typically link to these resources from the Investors page of company web sites or by searching Edgar by company name and filing type.  Many of the databases listed below link to the 10K.

  Passport (Euromonitor International)  Limitations on Use
Search the companies tab in this global marketing analysis database and if you find your company, you're in luck because these reports (typically focused on companies and categories) discuss brands and their competitive positioning.

  MarketLine Company Profiles (EBSCO)
Private and public, foreign and domestic companies included.

  Mergent Online  Limitations on Use
Public companies only.  Best for history an financial performance.

  Morningstar Investment Research Center
Public companies only, best for history, mission, financial performance.  Financial analyst reports available for select firms.

  Value Line Investment Survey

  Lexis Nexis Academic  Limitations on Use
Public and private company dossier

  TESS (Trademark Electronic Search System
Search for registered trademarks by owner to uncover brands linked to your company you may not be aware of.

  Global New Products Database (Mintel)

Situation & SWOT Analysis

Getting market research or industry reports is the best way to jump start the Situation & SWOT analysis.

Searching and browsing trade news and associations will also garner valuable information.  These are typically listed in market research and industry reports.

Complete list of industry & market research reports

  Mintel Insights & Analytics  Limitations on Use
Excellent market research for consumer categories Academic  Limitations on Use
In-depth reports but most current embargoed.

  Passport (Euromonitor International)  Limitations on Use
International market research reports


  D&B Hoovers

  Market Share Reporter

  ABI/INFORM Complete (ProQuest)
Search trade journal & general business news.

  Business Source Premier (EBSCO)
Search trade journals and business news.

Marketing Communication


There are many sources of information about potential target customers: market research reports (especially Mintel & listed above), consumer surveys, and syndicated segmentation schemes.  Additional social science organizations and academic research on consumer behavior can provide valuable insights.

  MRI University Internet Reporter

  ESRI Business Analyst Online  Tutorial  Access Instructions
Provides geographic analysis tools. Includes demographic, consumer spending, and business data.
Access courtesy of the Department of Geography & the Environment.

  PsycINFO (ProQuest)  Tutorial
Search for scholarship on consumer behavior, attitudes and decisions.

  ABI/INFORM Complete (ProQuest)
Search for scholarship on consumer behavior, attitudes and decisions.

  Business Source Premier (EBSCO)
Search for scholarship on consumer behavior, attitudes and decisions.

Media & Budgeting

The Advertising Subject Guide covers ad spending and costs.

When selecting media & vehicles be thoughtful about your use of information provided by advocacy organizations such as the Radio Advertising Bureau or Interactive Advertising Bureau.  Apply the tools and techniques recommended for evaluating sources.

  Ad$pender (Kantar Media)
Creates custom reports on advertising expenditures across twelve media channels including TV, cable, magazines, newspapers, radio, and outdoor and internet displays on the level of industries, categories, brands, products, and advertisers going back to 2007.

Great Overall Marketing Databases

Offers information on global advertising and marketing trends including case studies, articles, reports, opinion pieces, and expenditure data. Formerly known as World Advertising Research Center.

Offers data and reports related to digital marketing. Topics include advertising spending, digital marketing, social media, media usage, e-commerce, email marketing, and device usage. Coverage is global.

  Encyclopedia of Global Brands
Model articles that provide comprehensive brand analyses covering brand origin, elements, identity, strategy, equity & outlook.

  Encyclopedia of Major Marketing Campaigns
Details famous marketing campaigns of the 20th Century

  Encyclopedia of Major Marketing Strategies

  Falvey Library Catalog (Books & Media)
DO NOT forget to search for books (many online) on marketing communications, strategy, return on investment, branding and other relevant topics.

Formatting & Citation Style

The following sources will help you format your paper and create a reference list according to the Journal of Marketing style.  This style differs from APA and MLA. In your academic and work life you will be expected to accurately apply different formatting schemes, so this is an excellent opportunity to practice!  If you use the citation utilities in library article databases or the Reference feature in MS Word, be sure to correct the citation to conform to these guidelines. Contact me for assistance.


Journal of Marketing Formatting Guidelines

Noteworthy Differences Between APA an AMA style

The Journal of Marketing puts quotes around article titles, whereas in APA titles are italics.

The Journal of Marketing web site citations uses [available at url] with brackets instead of Retrieve from url.

The Journal of Marketing uses full first and last names, whereas AMA authors are identified by first initials only.