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What is Marketing? Marketing has been defined by the AMA as an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. | MARKETING RESEARCH 5th edition Alvin C. Burns Ronald F. Bush 1 Introduction to Marketing Research 2 Because Marketing Research is part of Marketing we should understand What is marketing What is the marketing concept What is marketing strategy Ch 1