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Keywords: Complementarity
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Journal Articles
Mastering the complementarity between marketing mix and customer-focused capabilities to enhance new product performance
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Journal of Business & Industrial Marketing (2015) 30 (1): 60–71.
Published: 03 February 2015
...Aron O'Cass; Nima Heirati Purpose – This study aims to address the extent that the deployment of and complementarity between marketing mix and customer-focused (brand management, and customer relationship management) capabilities provide firms the capacity to transform their market knowledge...
