IEEE - Institute of Electrical and Electronics Engineers, Inc. - The Evolution of Marketing Capability Theory

2010 International Conference on Management and Service Science (MASS 2010)

Author(s): Quanhong Liu
Publisher: IEEE - Institute of Electrical and Electronics Engineers, Inc.
Publication Date: 1 August 2010
Conference Location: Wuhan, China, China
Conference Date: 24 August 2010
Page(s): 1 - 4
ISBN (CD): 978-1-4244-5326-9
ISBN (Paper): 978-1-4244-5325-2
DOI: 10.1109/ICMSS.2010.5578191
Regular:

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... View More

Advertisement