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 titleManaging marketing competencies: a framework for understanding antecedents of marketing capability and its relation to company’s core competencies
AuthorsForoudi, 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 range75-112
Book titleBuilding Corporate Identity, Image and Reputation in the Digital Era
EditorsMelewar, T., Dennis, C. and Foroudi, P.
PublisherRoutledge
Place of publicationLondon
SeriesRoutledge Studies in Marketing
ISBN
Hardcover9780367531232
Electronic9781003080572
Paperback9780367531249
Publication dates
Print30 Jul 2021
Publication process dates
Deposited28 Sep 2020
Submitted05 May 2020
Accepted22 Sep 2020
Output statusPublished
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
LanguageEnglish
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