This article examines the critical role of marketing research in modern management, emphasizing its importance in informed decision-making and strategic planning. It explores how businesses leverage marketing research to understand consumer behavior, identify market trends, and enhance competitive advantage. Drawing on statistical data and global studies, the article highlights that companies utilizing marketing research effectively report a 20% higher success rate in product launches (Nielsen, 2023). The study integrates theoretical frameworks, such as Kotler’s marketing principles, and addresses challenges like data accuracy and resource constraints. Recommendations include adopting advanced analytics and fostering cross-functional collaboration to maximize the impact of marketing research.

Marketing research, modern management, consumer behavior, market trends, competitive advantage, strategic planning.

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