Marketing capabilities of fashion and apparel retailing among small medium enterprises in Bangi / Nurul Syazana Mohd Razi

• Main Author: Mohd Razi, Nurul Syazana
• Format: Student Project
• Language: English
• Published: Faculty of Business and Management 2018
• Subjects: Marketing; Product management; Marketing research. Marketing research companies. Sales forecasting; Retail trade
• Online Access: http://ir.uitm.edu.my/id/eprint/21242/1/PPb_NURUL%20SYAZANA%20MOHD%20RAZI%20M%20BM%2018_5.pdf; http://ir.uitm.edu.my/id/eprint/21242/

Intense competition on short product life cycles in fashion retailing present a number of marketing challenges for retail firms. In order to survive in this industry it is vital for participants to develop and leverage marketing capabilities. Marketing capabilities used by many firms to maintain fir...