Mastering the complementarity between marketing mix and cutomer-focused capabilities to enhance new product performance
Aron O'Cass; Nima Heirati
| Year of publication: |
2015
|
|---|---|
| Authors: | O'Cass, Aron ; Heirati, Nima |
| Published in: |
The journal of business & industrial marketing. - Bingley : Emerald Publishing Limited, ISSN 0885-8624, ZDB-ID 649550-3. - Vol. 30.2015, 1, p. 60-71
|
| Subject: | Capability | Brand management | Complementarity | Customer relationship management | Marketing mix | New product performance | Marketingmanagement | Marketing management | Beziehungsmarketing | Relationship marketing | Markenführung | Produktentwicklung | New product development | Dynamische Kompetenzen | Dynamic capabilities | Innovation |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://ebvufind01.dmz1.zbw.eu/10010526569