![]() (Approved 2017) Definition of BrandĪ brand is a name, term, design, symbol, or any other feature that identifies one seller’s goods or service as distinct from those of other sellers. 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. Marketing research is the function that links the consumer, customer, and public to the marketer through information-information used to identify and define marketing opportunities and problems generate, refine, and evaluate marketing actions monitor marketing performance and improve understanding of marketing as a process. (Approved 2017) Definition of Marketing Research Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. The AMA’s definitions of marketing and marketing research are reviewed and reapproved/modified every three years by a panel of five scholars who are active researchers. ![]()
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