Measuring the impact of marketing capability and market control beliefs on marketing strategy intention: a study on travel and tour agents in Malaysia

• Main Authors: Haque, A. K. M. Ahasanul, Ahmed, Faruk, Al-Sarwar, Abdullah Mamun, Shafiq, Ali
• Format: Article
• Language: English
• Published: Inderscience Publishers 2017
• Subjects: HF5410 Marketing. Distribution of products
• Online Access: http://irep.iium.edu.my/59192/1/IJIMB%20%28Haque%29.pdf; http://irep.iium.edu.my/59192/; https://www.inderscienceonline.com/doi/abs/10.1504/IJIMB.2017.084824

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...