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Introduction to Marketing: Annual Reports

An introduction to marketing resources for students and faculty

Company Profiles

Annual Reports

 The annual report is not a required SEC filing but is used by corporations to communicate directly with their shareholders.

Annual reports feature the CEO's Letter to the Shareholders.  They often include financial highlights, management biographies, product profiles, information on corporate philanthrophy and community programs, and career opportunities.  Annual reports often look like marketing brochures with many graphs, charts and photos.

  • Check the INVESTOR RELATIONS pages of the company's website for the annual report or use:

  • MERGENT ONLINE - covering over 22,000 U.S. and foreign public companies.
  • Up to 25 years of annual and quarterly financial data, including balance sheets, income statements, cash flow statements, and financial ratios
  • Filings with the US Securities and Exchange Commission since 1996
  • Extensive information about the corporation's current long term debt
  • Up to 10 years of scanned, full-image annual reports to shareholders
  • A complete corporate history including acquisitions and changes in ownership structure
  • Lists of subsidiaries, property holdings, and key personnel
  • Links to recent news reports

Subject Guide

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Beth Seelick
This research guide was created by Professor Beth Seelick (1955-2019).
"A teacher affects eternity; she can never tell where her influence stops." ― Henry B. Adams

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