Managing marketing competencies: a framework for understanding antecedents of marketing capability and its relation to company’s core competencies
Book chapter
Foroudi, P., Foroudi, M., Hafeez, K. and Izadi, J. 2021. Managing marketing competencies: a framework for understanding antecedents of marketing capability and its relation to company’s core competencies. in: Melewar, T., Dennis, C. and Foroudi, P. (ed.) Building Corporate Identity, Image and Reputation in the Digital Era London Routledge. pp. 75-112
Chapter title | Managing marketing competencies: a framework for understanding antecedents of marketing capability and its relation to company’s core competencies |
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Authors | Foroudi, P., Foroudi, M., Hafeez, K. and Izadi, J. |
Abstract | Core competencies are the crown jewels of a company and, therefore, should be carefully identified, nurtured and developed. Based on the resource based theory, this study explores how core competence can lead to firms’ competitive advantage, and how a marketing firm can identify its core competence in the sector to attain competitive advantage. |
Page range | 75-112 |
Book title | Building Corporate Identity, Image and Reputation in the Digital Era |
Editors | Melewar, T., Dennis, C. and Foroudi, P. |
Publisher | Routledge |
Place of publication | London |
Series | Routledge Studies in Marketing |
ISBN | |
Hardcover | 9780367531232 |
Electronic | 9781003080572 |
Paperback | 9780367531249 |
Publication dates | |
30 Jul 2021 | |
Publication process dates | |
Deposited | 28 Sep 2020 |
Submitted | 05 May 2020 |
Accepted | 22 Sep 2020 |
Output status | Published |
Web address (URL) | https://www.taylorfrancis.com/chapters/edit/10.4324/9781003080572-5/managing-marketing-competencies-pantea-foroudi-mohammad-foroudi-khalid-hafeez-javad-izadi |
Digital Object Identifier (DOI) | https://doi.org/10.4324/9781003080572-5 |
Language | English |
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