BRAND IS A JOINT CREATION BY THE CUSTOMER AND THE COMPANY -- COMMUNICATION -- PART III FOOD FOR THOUGHT -- INNOVATION …

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 …

Sales and marketing integration has a direct and significant impact on customers and the revenue-earning potential of … the organization. This research demonstrates the benefits of a close integration between sales and marketing and … emphasizes its impact on the organization performance. Sales and marketing integration is a complex and multifaceted construct …