Purpose: This study aims to investigate marketing capabilities that represent the marketing mix from an adaptive perspective: brand management, customer relationship management, price management and multi-channel management. Also, this study identifies how adaptive marketing capabilities (AMCs)...

Ingredient Branding has been in market since 1960’s and its popularity have increased in last few years and showing more alliances of products, brands and marketing programs. Also, academic studies are gaining momentum in this direction. The new mobile phones are no more just for talking or...