Measuring the impact of marketing capability and market control beliefs on marketing strategy intention: a study on travel and tour agents in Malaysia
The aim of this paper is to measure the effect of marketing capability and market control beliefs on marketing strategy intention in strategising Islamic travel and tour packages of travel and tour agents from the perspective of Malaysia. The research revealed that innovativeness, communication, col...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Inderscience Publishers
2017
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/59192/ http://irep.iium.edu.my/59192/ http://irep.iium.edu.my/59192/ http://irep.iium.edu.my/59192/1/IJIMB%20%28Haque%29.pdf |