2023 - Franco Angeli
eBook
Digital Version
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How to shape the competitive advantage of firms in unpredictable contexts : the role of marketing capabilities
109 p.
- Includes bibliographical references.
- Building on a theoretical and empirical analysis intersecting organizational capabilities and marketing capabilities, the aim of this book is to illustrate how to nurture agile marketing capabilities in organizations to enhance their ability to create greater customer value in fast-changing business environments, stimulating scholars for future research in this field. [Publisher's text]
- Online only available
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Informationen
ISBN: 9788835152590
REIHE
THEMENBEREICHE
KEYWORDS
- Economia e gestione aziendale