The Association for Qualitative Research
The Hub of Qualitative Thinking

Marketing

The philosophy and the process of identifying, anticipating and satisfying customer requirements, and doing this profitably. This involves a number of linked activities, many of which require the market information or understanding supplied by market research. Formerly confined to businesses making products or supplying services, the concept of marketing is of increasing everyday relevance. This is happening as other fields (such as education) become framed as markets, and operators within them (such as individual universities) effectively as managing brands.

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