• DocumentCode
    2197660
  • Title

    The Evolution of Marketing Capability Theory

  • Author

    Liu, Quanhong

  • Author_Institution
    Sch. of Bus., Jianghan Univ., Wuhan, China
  • fYear
    2010
  • fDate
    24-26 Aug. 2010
  • Firstpage
    1
  • Lastpage
    4
  • Abstract
    This paper roundly teases the theoretical foundation of marketing capability based on the angle of evolution. It proposes that marketing capability theory is gradually cognized and utilized based on resource and competence theories. As a conclusion, it indicates that although marketing capability theory has drawn lots of scholar´s attentions, the existing studies are short of enough recognitions and researches on such capability.
  • Keywords
    marketing; organisational aspects; competence theory; industrial organization theory; marketing capability theory; resource theory; strategic management theory; Companies; Construction industry; Dynamic scheduling; Educational institutions; Knowledge management;
  • fLanguage
    English
  • Publisher
    ieee
  • Conference_Titel
    Management and Service Science (MASS), 2010 International Conference on
  • Conference_Location
    Wuhan
  • Print_ISBN
    978-1-4244-5325-2
  • Electronic_ISBN
    978-1-4244-5326-9
  • Type

    conf

  • DOI
    10.1109/ICMSS.2010.5578191
  • Filename
    5578191
    • Link To Document
    https://search.isc.ac/dl/search/defaultta.aspx?DTC=49&DC=2197660