Careers in Marketing--Corporate Marketing Function
What is the company's approach to marketing? What are their
big challenges?
ABI Inform Complete
Indexes over 1,000 US and international business and trade journals in the areas of business, management, finance, economics, human resources and marketing. Includes full text of 700 journals in an image (PDF) format. Archives are now included in this database with a limited selection of business journals from pre-1986 back to their first issue.
- Do an Advanced Search.
Type: company name and (marketing or product or products or brand?) in article text.
What are their products? Who is their market?
Hoover's Online
Hoover's, Inc. delivers comprehensive company, industry, and market intelligence. Includes Company Capsules, Company Profiles, Industry overviews and IPO Central.
- Search on the name of the company. Choose "Profile View."
Lexis-Nexis Academic
Full-text access to news, business, medical, educational and legal sources. The sources include international, national, and regional newspapers; magazines; trade journals; newsletters; wire service reports; and transcripts.
- Do a "Business" search in either "Business News" or "Industry & Market" using the name of the company or the names of people to narrow the search.
Mintel Consumer Consumer Intelligence Reports
Consumer Intelligence Reports cover: food service, food, drink, pursuits/hobbies, travel, clothing/fashion, health/medical, beauty/personal, household, services publishing, automotive, and e-commerce. The reports analyze market sizes and trends, market segmentation, consumer attitudes and purchasing habits, opportunities, weaknesses, and the future of the market.
- Type the company name in the "search reports" box.
If "Supply Structure" is bolded in results, see that first and then see all other relevant chapters in bold face.ProductScan
Find product launch information from 1980 to today. Search by variables ranging from package type to ingredient. This database covers over 500,000 products.
- Click "subscriber log-in". Select variables and date range to search.
Who are the people in marketing? What are they saying?
Lexis-Nexis Academic
Full-text access to news, business, medical, educational and legal sources. The sources include international, national, and regional newspapers; magazines; trade journals; newsletters; wire service reports; and transcripts.
- Search and click on "Business."
- Choose "Industry and Market" and choose an industry.
- Type the name of the company in "Keyword."
- Type the name(s) of products or persons of interest as "Narrowing" terms.
- Choose "All available dates."
Factiva
Full-text coverage of more than 9,000 business publications; comprehensive company and industry information.CMO Magazine
- Do a search in "Free-text/Indexing."
- Search with the name of the company, subject (marketing--under Corporate/Industrial News) and the region--especially if you want information from the corporate headquarters and know its location.
- Or use Factiva and do a search in "Free-text/Indexing"
and just type the name of a person and the name of the company in the "Free text" search box.
Started in September of 2004, CMO is "the resource for marketing executives." Full-text articles, a full-text archive, Metrics and a Lingo Lab section make it an interesting read. The site also offers a free weekly newsletter.
