Abstract/Summary

This chapter aims to explain the marketing capabilities of the firms which have been conceptualized as a framework and their effects on the creation of competitive advantage. Apart from the theoretical explanations, examples from real life cases will be given to provide a better understanding to readers. Moreover, an empirical study which employs Turkish business databases to assess the relative importance of marketing capabilities on performance differences among firms in Turkey by also acknowledging the increasingly important role of Turkey as the 16th largest economy in the world trade in 2010 (IMF World Economic Outlook, 2010) will be presented at the end of the chapter. Thus, it is expected that the study will contribute to the on-going debate in the marketing capabilities literature by using empirical findings from an emerging market economy.