In the paper it's proposed a framework with capabilities-based view of the firm to explain how marketing capabilities … can enhance sustained competitive advantage of the firm. Specifically, it is suggested that marketing capabilities are … important determinants of sustained competitive advantage of the firm. Marketing processes within the firm require many specific …

understand marketing and through it fight competition and strive to establish long-term relationships with their customers. … country development is still lagging behind. In this respect, the lack of a proper marketing and business approach is present … neglect marketing by being mainly sales-oriented; they do produce what they think is good for the costumers and then use lots …