Foundations of Marketing (Riley)

These resources are your best bets for in-depth industry research reports and related content. Industry provides the broadest lens through to look at business performance by taking all the major businesses in a market space and analyzing their performance, trends, and challenges as a whole. Through industry research, you can make an informed case on the risk or benefit of proposing a line extension or brand extension in your given industry area, and you can build an understanding of risk factors associated with expansion in industries such as the competitive landscape or the regulatory landscape. The amount of information will vary by industry.

When searching these databases, consider the language used. At times it may be better to avoid searching specific brand names in favor of the broader category by which they would be described. For example, when looking for information that relates to Dove, it may be better to search by keywords such as shampoo, personal hygiene products, or personal care products.