How to shape the competitive advantage of firms in unpredictable contexts : the role of marketing capabilities

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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