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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Bibliographic Details
Main Author:	Ibrahim Balal, Siddig Balal
Format:	Thesis
Language:	English
Published:	2011
Subjects:	HD28-70 Management. Industrial Management
Online Access:	http://eprints.usm.my/43489/
Abstract	Abstract here

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