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Truly effective marketers do market research in an effort to understand their target market and create marketing strategies based on the characterization of those in the target area.
The relative value of market research
Marketing research is the process of defining a marketing problem and opportunity, systematically collecting and analyzing information, and recommending actions (Kerin-Hartley-Berkowitz-Rudelius, 2005). Many service organizations have embraced relationship marketing with its focus on maximizing customer lifetime value. In order to achieve their continuing catering service, Kudler needs to focus on new initiatives, marketing communications, and marketing research...
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