Marketing capability refers to a firm’s ability to optimally deploy and integrate different marketing inputs to achieve … high sales at low cost. This paper examines whether the value of marketing capability is incorporated into stock returns …. High-level marketing capability predicts better future operating performance and stock returns. A marketing capability …

The importance of marketing capabilities continues to grow yet research remains concentrated in developed markets …. Although several researchers provide evidence of the influence of marketing capabilities on market performance, very little of … similar evidence exists in the digital marketing domain. Empirical evidence of the impact of digital marketing capabilities on …