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is the function that links the
, and public to the marketer through information—information used to identify and define
opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications." (Definition approved by the
American Marketing Association
Board of Directors, October 2004.)
American Marketing Association.
About AMA: Definition of Marketing.
> (cited 28 May 2014).
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