Strategic marketing management and firm performance provides the reader with a critical understanding of the core theoretical as well as practical implications of the subject. The book reviews the existing literature and provides a comprehensive synthesis of the literature to develop the argument. The resource-based view of the firm has been used as an underpinning theory to develop the conceptual framework to investigate the role of dynamic capabilities to enhance firms performance. This book explores three key themes including strategic orientation with a focus on strategic marketing...
Strategic marketing management and firm performance provides the reader with a critical understanding of the core theoretical as well as practical imp...