Marketing Capability under Dynamic Environment: A Theoretical Discussion and its Effect Mechanism

摘要

Marketing capability is regarded as one of the most important capability among all the resource and capabilities of an enterprise,it is enterprise's dynamic resource representing core competence character that produced and developed during their marketing activities,and is enterprise's important source of persistent competitive advantages since it is exiguous and can hardly be imitated.The development of marketing capability is a process of organizational study and knowledge management.The significance why enterprise fosters marketing capability is due to its impact on enterprise performance.