The role of intellectual capital in enhancing competitive advantage
Abstract
The direction of marketing activities in institutions has shifted from focusing on the product to focusing on customers, and this is in search of market shares, growth and survival, and excellence in light of the intense competition in the markets around customers, who have become the institution's tool and its starting point in creating values and setting its various activities and marketing strategy, which of The Foundation would like to know its opportunities, its current and prospective customers, and ways to satisfy their needs and desires.
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