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FALL TERM I 2025 • STRATEGIC ADVERTISING & PROMOTION MANAGEMENT • FSH MKT 3910 • 25 CLASS SECTION

Alison M. Wolfe MBA, MS, PhD, Professor

Gannett-Tripp Library, Elmira College

MARKETING:
Industry Research Page 1 of 2

Marketing subject page: Library home page à Research à Subject Pages à Marketing

Where to Start
Use the databases on the Library’s Marketing webpage to find company and industry profiles, as well as news about
industries, companies, and products.

Databases
¨ Business and Company Resource Center: Search for your product as an “Industry Description
Search”. This will give you a general overview of the industry which your product is part of. Make note
of the SIC and NAICS codes that are referenced for your industry; you can use them to search for that
industry in other business databases.
¨ Business Source Complete: Contains in-depth profiles of companies and industries, plus market
research reports, trade publications, and product reviews. Especially helpful for SWOT analyses of
companies.
¨ ABI/INFORM: Focuses on magazines and trade publications. Also includes full-text articles from
the Wall Street Journal.
¨ Nexis Uni (aka Lexis Nexis): Includes company profiles, industry reports, articles.

Industry and Consumer Statistics
- American FactFinder (http://factfinder.census.gov/home/saff/main.html)
This site, part of the U.S. Census Bureau, contains statistical overviews of specific U.S. industries. Click
“Business and Government” in the left-hand sidebar, then select “Economic Fact Sheet for an
Industry.” You can get more detailed statistics by clicking on “Search” in the toolbar at the top of the
home page, then entering keywords into the search box and visiting the pages in the result list.
- New York Quick Links (http://quickfacts.census.gov/qfd/states/36000lk.html)
From the U.S. Census Bureau.

Trade & Industry Associations
These associations support industries and trade practices in several ways. They lobby the government to
influence industry-related legislation, communicate industry positions to the media and the public, and gather
and disseminate statistics about the industry. Some examples of these associations:
¨ Grocery Manufacturers Association: The Association of Food, Beverage, and Consumer Products
Companies (http://www.gmabrands.com/)
¨ The Soap and Detergent Association (http://www.sdahq.org/)
¨ National Sporting Goods Association (http://www.nsga.org/)
¨ Cotton Incorporated (http://www.cottoninc.com/)

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