摘要：Marketing departments face with a deluge of data that leads to trouble to organizations to comprehend and use. Organizations must either change static approaches or upgrade capabilities with adaptive ones to survive in the market place as leader and live more than competitors. In this study, adaptive marketing capabilities have been examined, and developed a conceptual frame work to shed light for further studies. It is revealed from this study that organizations should reconsider and focus on marketing capabilities in the context of adaptability for sustainable competitive advantage, in addition to exploring and responding to customer needs with traditional methods.
关键词：marketing capabilities; adaptiveness; dynamic capabilities; social media; CRM
