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Marketing is an activity, a set of institutions and processes to create, communicate, deliver and exchange offers that have value for customers, clients, partners, and society in general.
Marketing takes advantage of the results of studying the short and long-term needs of those who can pay for one-off services or, in most cases, permanent or product placement.
Market research is a function that connects the consumer, the buyer, and the public with the marketer through information: information used to identify and identify marketing opportunities and problems; generate, improve and evaluate marketing actions; track marketing performance; and improve understanding of marketing as a process. Market research identifies the information needed to solve these problems, develops a method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the results and their meaning.