MR is the function that links the consumer, cust, and public to the mkt thru info-info 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. MR specifices the info req to address these issues, designs the method for collecting info, manages and implements the data collection process, analyses. and communicates the findings and their implications.
--> unds what prob org is facing, collect data, analyse data
--> impt to effectively communicate content and understanding to stakeholders
--> that's why we focus on content and communication of content
--> MR aka cust intelligence, data science, marketing analytics, Uex (user experience)