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MKT6080: Marketing Management: Tips for Researching Companies

Using databases for reserching companies

Unless the name of your company is very unique, it's a good idea to limit your search results by Co (company). This is especially useful for large companiies with many products such as Apple.

Here's an example from Business Source Premier (Foursquare). Note: if you are off-campus, you may need to log in with a university username and password.



ABI Company Search

ABI has a similar feature when searching for a company. You can limit by the 'field" CO.

Profiling a Company

It's helpful to start with general overviews of a company. Background information will make it easier to search for company specifics on the Internet or to find articles in the business press.

  How to find a SWOT analysis in Business Source Premier

Many public companies will have SWOT Analyses available in Business Source Premier.

Using Procter & Gamble as an example, the easiest way to find these reports is to enter the company name with the word SWOT in the search box. Note that some companies names can be difficult to work with. So in this example the search terms procter swot are sufficient. Keep in mind that not all companies will have swot analyses.

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Richard Kearney
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