【摘要】 复杂的动态竞争环境对企业的竞争实践提出了更高要求。基于资源基础理论和动态能力理论,可以认为营销能力是具有核心能力特征的动态资源,是企业持续竞争优势的重要来源。而组织学习和知识管理有利于提升企业的营销能力,企业必须在真正了解自己、消费者和竞争对手的基础上有序地培育并执行其营销能力。更多还原

【Abstract】 Companies are brought forward more challenges during their competitive practice due to the intricate and dynamic competitive environment.This paper based on the perspective of Resource-based View and Dynamic Capabilities Theory,proposes that marketing capability is company’s dynamic resource representing core competence character,and it is company’s important source of persistent competitive advantage.We suggest that organizational learning and knowledge management are beneficial to the exaltation of company’s marketing capability;and companies must foster their marketing capabilities orderly and execute them based on their understanding of customers,rivals and themselves.更多还原