Societal Marketing Orientation And Marketing Performance: The Mediating Role Of Key Market-Based Capabilities And The Moderating Effect Of Institutional Context
Societal issues appear to be increasingly important in today’s business climate. Response to these issues by adopting societal marketing orientation is expected to enable firms to gain better competitive advantage. However, literature search reveals that there is a lack of research offering valid m...
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| Format: | Thesis |
| Language: | English |
| Published: |
2011
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| Online Access: | http://eprints.usm.my/43489/1/SIDDIG%20BALAL%20IBRAHIM%20BALAL.pdf |
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