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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.
TheCommon Language in Marketingwebsite is an ongoing and comprehensive encyclopedia of globally relevant and standardized marketing terms, activities, metrics, and systems. This opensource, curated library of definitions combines the insights of leading marketing academics, industry trade associations, and subject matter experts with input from the broader community.
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The following definitions were approved by the American Marketing Association Board of Directors
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Marketing research is the function that links the consumer, customer, and public to the marketer through informationinformation 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. Approved October
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