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MKT 609: Marketing Programs (McKee)

Research guide for Dr. McKee's course.

Finding Specific Company Information

Two of the best sources for finding specific information on a company (including financial statements, industry reports, and market share) are Mergent Online and Business Insights.

Mergent Online

Merget is one of the best databases for finding company information. Search by company name or ticker symbol. The different tabs on the company page will provide different levels of information. Especially useful are the Company Financials and Competitors tabs.

Under the Report Builders tab, you can create comparison reports of your company and its competitors (if, for example, you wanted to compare how much each company spends on advertising).

Business Insights

Try searching by company name to locate specific profile information including news reports, a company history, products, financial reports, and an industry overview (which will help you identify your company's comptetitors). To find market share, click on the "Market Share Reports" in the Related Content box.

The source for this information is Market Share Reporter. You can also access the print editions of Market Share Reporter in Ablah Library (call number HF5410 .M35).

Industry Reports

Annual Reports

WSU Library Catalog

  • Many Annual Reports for Fortunte 500 companies are available in Ablah Library (in cabinets arranged by company name on the 3rd floor).
  • Search the library catalog for the company's name, and select "Author" as the search option. You will usually see both the call number for the print annual reports, and a link to the company's website.

Annual Reports from Academic Business Libraries: Historic annual reports (many available to be requested from Interlibrary Loan).
Annual Reports Library: find links to additional sources of Annual Reports. Some of these sources are good for finding older Annual Reports, but not ones from recent years.
Company Websites: in addition to the source mentioned above, a company's website is often a good place to find current annual reports. Look for a section on the website labeled "About Us" or "Investor Relations."
ABI/INFORM Complete  (Click on the link below)

  • Start on the Advanced Search page.
  • In the search box, type in the company's name. In the dropdown box to the right, select "Company/org".
  • Scroll down to Document Type and check the box next to Annual Report.
  • NOTE: ABI/INFORM is a good source for older Annual Reports, but they don't always add the most current reports since those are usually available on the company's website (see below).

Stock Prices

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