THE ROLE OF MARKETING CAPABILITIES IN IMPROVING COMPANY PERFORMANCE: A LITERATURE REVIEW
Keywords:
Capability Marketing, Performance Company, Advantages Compete, Market Orientation, Study Literature.Abstract
Capability marketing is one of the factor strategic role important in increase performance company in the middle competition growing business dynamic. Companies are required capable understand need customers, develop effective marketing strategies, and create superiority sustainable competition. This article aim For study role capability marketing in increase performance company through approach studies literature. The research method used is a literature review with analyze various article scientific relevant national and international about capability marketing and performance company. Study results show that capability marketing influential positive to various indicator performance companies, such as improvement sales, satisfaction customers, loyalty customers, market share, and profitability. Capabilities marketing also helps company respond change environment business in a way more fast through management market information, innovation product, strengthening brand, as well as development connection with customers. In addition, market orientation, utilization technology and capabilities organization in adapt participate strengthen influence capability marketing to performance company. Therefore that, capability marketing can viewed as asset strategic support achievement superiority compete and success company in term long
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References
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Copyright (c) 2026 Indah Anggraeni Purnama Sari (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
