Business Librarian
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Start broad: Learn about your industry
An industry is a group of businesses that are related in terms of their main activity, for example manufacturing cars or selling groceries (Source: OpenLearn, The Open University).
We can use industry reports to learn about:
- Forecasting 5-year demand for the industry's services
- Identifying external factors affecting firms collectively, such as reduced donations because of a recession
- Comparing financial performance against industry benchmarks
JMU Libraries subscribes to these tools to help us learn about our larger industry.
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IBISWorld This link opens in a new windowIndustry market research reports on more than 700 U.S. and Global industries; includes trends, statistics and analysis on market size, market share of competitors and industry growth rate.
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Factiva This link opens in a new windowBusiness resources including full text periodicals, news photographs, company reports, and financial data.
Suggested keywords for SP 2025 non-profits
These are the suggested industries to search for in IBISWorld.
- Animal Shelters in the US (Rockingham Harrisonburg SPCA)
- Civic, Social & Youth Organizations in the US (Skyline Literacy, Shenandoah Rail Trail)
- Elderly & Disabled Services in the US (Camp Still Meadows)
- Family Counseling & Crisis Intervention Services in the US (Bridge of Hope)
- Retirement Communities in the US (Sunnyside Communities)
Suggested search strategies for MKTG 380 clients
"equine-assisted therapy" OR "equine therapy" OR developmental disabilities interventions
literacy nonprofit fundraising OR "english language learners" nonprofit
senior housing market trends OR retirement community marketing strategies
animal shelter donations OR pet rescue organizations
homelessness support services funding
urban rural bicycle trail development OR cycle tourism OR micromobility infrastructure impact
For any client
(funding OR fundraising OR donation) OR volunteer OR recruit
nonprofit marketing best practices
nonprofit funding challenges
charities/volunteering
charitable giving trends
Tips for Getting the Best Info from Marketing Databases
JMU Libraries has created several tutorials in Google Slides to help students use our specialized business resources.
Click on the name of the database to open the tutorial that shows how to search for data and cite the information you find in APA style.
