How should firms develop and or change their marketing competencies when developing relationships with consumers online?

Doctoral thesis English OPEN
Maklan, Stan;
  • Publisher: Cranfield University

An empirical study is reported which attempts both to improve marketing practice whilst developing key aspects of marketing and resource-based theory. The thesis describes how firms can develop marketing competencies to exploit emerging online marketing technol... View more
Share - Bookmark

  • Download from
    Cranfield CERES via Cranfield CERES (Doctoral thesis, 2004)
  • Cite this publication