Subject Guides: Digital Marketing: Home

How do I identify a publicly traded U.S.-based parent company in an industry I'm interested in?

Company search.

Market Share Reporter
Trexler Library Main Collection (B level) call # 338.74 M345s
A library reference book. Looks at market share within an industry, showing what companies and products hold the largest share. Sample.

How do I identify competitors?

LexisNexis Academic (on campus link)

Includes Hoover's Report that lists chief competitors.

How do I perform a SWOT analysis?

Business Source Complete This link opens in a new window
Available by library subscription. Largely full text database of scholarly and trade journals covering all aspects of accounting, business, and economics.
Full text journals include, among many others, the Harvard Business Review (1985-present, including all cases originally published in the Review), Academy of Management Journal, Accounting Review, and Journal of Marketing. Also includes several hundred in-depth reports on publicly traded companies. To access, search on "Marketline" and the name of the company.
Value Line This link opens in a new window
Provides information on U.S. companies that sell stock. Information includes graphs, charts, ratings, and peer group analysis.

How do I identify markets?

Passport Reference via Euromonitor
Available through library subscription. See especially the "Consumer Lifestyle Reports" containing demographics.
Simmons National Consumer Survey
Offers marketing data based on a semi-annual consumer survey of some 30,000 American consumers. The database allows cross-tabulation of demographic data with product lines and brand names. Sample. Sample. A login and password are required for this database.

What about access to major trade publication, business magazines, and newpapers containing additional company and industry information, including forays into digital marketing?

Business Source Complete This link opens in a new window
Available by library subscription. Largely full text database of scholarly and trade journals covering all aspects of accounting, business, and economics.
Full text journals include, among many others, the Harvard Business Review (1985-present, including all cases originally published in the Review), Academy of Management Journal, Accounting Review, and Journal of Marketing. Also includes several hundred in-depth reports on publicly traded companies. To access, search on "Marketline" and the name of the company.

Citing sources

For tips on citing print and electronic sources, visit Trexler Library's Citation Guides for Print and Electronic Resources.

Or visit the Online Writing Lab at Purdue.

For automated citation, try the shareware Zotero. Directions for installing Zotero here.

For help with annotated bibliographies, visit Purdue's Online Writing Lab for definitions and format of an annotation.

Articles and books via interlibrary loan

Articles and books not found in Trexler Library can be ordered on interlibrary loan.