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Keywords: Marketing capabilities
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Journal Articles
Journal:
Measuring Business Excellence
Measuring Business Excellence (2014) 18 (4): 65–85.
Published: 11 November 2014
...Hardeep Chahal; Jagmeet Kaur Purpose – The purpose of the study is to develop, measure and empirically validate marketing capabilities (MARKCAPB) scale in banking sector. Design/methodology/approach – Data are collected from a branch manager and three next senior managers of 144 branches...
