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Marketing (MKT)

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Marketing Research Guide

Marketing:
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. (July 2013) 

Definitions approved by the American Marketing Association Board of Directors.

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Marketing Research: 

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. 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. (October 2004)

Definitions approved by the American Marketing Association Board of Directors.

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Marketing eResources

Additional eresources for the following subjects...

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Company, Country, Industry & Market Research

Company Research Guide

  • Analyst Reports
  • Annual Reports & SEC Filings
  • Company Profiles
  • Competitors
  • Corporate Structure
  • SWOT Analyses

Country Research Guide

  • Doing Business In..... Guides For Starting A Business In Other Countries
  • Economic Information By Country
  • Industry Information By Country
  • Market & Investment Potential
  • Political Risk

 

Industry Research Guide

  • Industry Classification
  • Industry Competition
  • Industry Profiles
  • Industry Reports
  • Ratios & Statistics
  • Trade Information

Market Research Guide

  • Advertising Expenditures
  • Consumer Behavior
  • Demographics & Target Markets
  • Market Research Databases
  • Product Research
  • Public Opinion & Viewpoints
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Business Librarian

Loretta Wallace, MLS's picture
Loretta Wallace, MLS
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Questions: UTBusinessLibrarian@lib.utexas.edu
Research Consultations: l.wallace@austin.utexas.edu
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