Marketing capa Samenvattingen, Aantekeningen en Examens

A study to evaluate the impact of marketing capabilities on business performance of organisations operating in import/export industry – A case study on MM Exports Pvt Ltd, India

This is a summary of the article "Integrating information technology and marketing: an examination of the drivers and outcomes of emarketing capability" of Trainor, Rapp, Skinner Beitelspacher and Schillewaert (2011)

This summary tackles lecture 8 of the Marketing Performance class. It is concised in 10 pages which include class notes, slides notes and a summary of the two literature articles analyzed in the lecture (Conceptual model analysis, findings, discussion, managerial implications, limitations, and further research): - Understanding the Marketing Department’s Influence Within the Firm – Verhoef & Leeflang (2009) - Marketing Department Power and Firm Performance – Feng et al (2015)