What is a marketing resource? A response to Gibbert, Golfetto and Zerbini

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• 作者：John Fahy ; Graham Hooley ; Gordon Greenley and John Cadogan
• 关键词：Marketing resource ; Output ; Marketing competencies
• 刊名：Journal of Business Research
• 出版年：2006
• 出版时间：January 2006
• 年：2006
• 卷：59
• 期：1
• 页码：152-154
• 全文大小：81 K

文摘

The article by Gibbert et al. (2005) [Gibbert M, Golfetto F, Zerbini F. What do we mean by ‘marketing’ resources and competencies? A comment on Hooley, Greenley, Cadogan and Fahy (2005). Journal of Business Research; 2005] criticises our treatment of marketing resources and argues that greater attention should be paid to the notion of competencies as marketable outputs. We respond by revisiting the conceptual domain of the marketing resources construct and also by examining whether marketing competencies represent a new category of marketing resource.