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Marketing capabilities Antecedents and implications for BB SME performance Bill

Using a resourcebased view of the rm the study develops a structural model linking marketing capabilities and marketing performance A study of 367 SME Australian rms reveals that two key marketing capabilities namely branding and innovation have maj

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Marketing capabilities Antecedents and implications for BB SME performance Bill






Presentation on theme: "Marketing capabilities Antecedents and implications for BB SME performance Bill "— Presentation transcript: