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Nº 13, July 2005


Library Newsletter
In this issue:

1. Welcome: the 13th issue
2. Top picks in... Market research
3. New products: Forrester WholeView 2 Research
4. Some recent acquisitions

1. Welcome: the 13th issue

It is vital for companies and organisations to have a thorough understanding of the markets in which they operate. Who are their current and potential customers and what makes them tick? Who are their competitors and how do they compare? What developments in the sector or in the world at large provide opportunities or threaten business? These questions and many more can be answered by undertaking thorough desk research. IESE MBA students are often asked to carry out such research for their employers whilst on corporate internship. To help you we have decided to devote the 13th Newsletter to this very important topic and show you round the market and industry research sources available from the library. We hope you find it useful.

Almost all of the sources mentioned are electronic and available off campus. Databases can be accessed from the E-Resources page > Databases by alphabetical order.



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2. Top picks in... Market research

“Marketing is becoming more of a battle based on information than one based on sales power”.

“In today´s information-based society, companies with superior information enjoy a competitive advantage. The company can choose its markets better, develop better offerings, and execute better marketing planning”.

Kotler, Philip.
Marketing management.
Upper Saddle River: Prentice-Hall, 2000, p99-100.


2.1 Full text market research reports

2.1.1 General markets and industries
2.1.2 Technology sector specialists

2.2 Newspapers and industry magazines

2.3 Market statistics

2.3.1 Official statistics
2.3.2 Company information
2.3.3 Country information

2.4 Literature about market research

2.4.1 Books
2.4.2 Journal articles

2.5 Some more suggestions

2.5.1 Trade associations
2.5.2 Marketing research and industry associations



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3. New products: Forrester WholeView 2 Research
The library has subscribed to Forrester WholeView 2 Research: a comprehensive, unified view of technology´s impact on business. For further details, see 2.1.2 Technology sector specialists.

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4. Some recent acquisitions
Unicornio: http://unicornio.iese.edu/uhtbin/cgisirsi/0/IESE/0/28/49/X

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Reader feedback is essential for making this newsletter a useful tool.
We welcome suggestions for topics to be included in future newsletters!


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