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

John Fahy*, Graham Hooley, Gordon Greenley, John Cadogan

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

Abstract

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. © 2005 Elsevier Inc. All rights reserved.

Original languageEnglish
Pages (from-to)152-154
Number of pages3
JournalJournal of Business Research
Volume59
Issue number1
Early online date23 May 2005
DOIs
Publication statusPublished - Jan 2006

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