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Keywords: Adaptability
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Journal Articles
Journal Articles
Journal of Business & Industrial Marketing (2022) 37 (4): 918–931.
Published: 03 August 2021
...Ali E. Akgün; Volkan Polat 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...

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