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The purpose of this study is to find out things related to dynamic marketing capabilities seen from the aspect of concepts supported by all theories and also foregoing studies have been published in reputable international journals, besides this study is completed to bring up research opportunities can be done by future researchers. The method used in researchers is to conduct an in-depth study related to the variable dynamic marketing capabilities in existing literature, both books and journals that have been published internationally and online versions. As for what is interesting and being the novelty from the results of this study are in this article revealed opportunities can be done more distant by doing further research that has not been done by previous researchers. Keyword: Dynamic Marketing Capabilities, Reviewing Previous Research, Future Research Opportunities, Research Marketing, Marketing Management. Introduction Not more than the last ten years, attention to the concept of dynamic capabilities has become an interesting topic in the management literature [1]. At the same time, concepts related to strategy have long had an impact on the company's dynamic capabilities on new product development, some previous research has discussed how to build dynamic marketing capabilities (DMCs), which are key to dynamic capabilities that essentially have goals in order to improve company performance [2]. In the end, improving the performance of a company is still an interesting issue to be studied in the field of marketing management. In addition, it is a strategic marketing concept in assessing and analyzing matters that are directly related to the company's managerial [3]. Several researches results prove the measure of success of a company within a certain period of time shows the conditions of the managerial process, which is the result of a set of activities that have been planned to the maximum and has been implemented to know which aspects of the strategy from a series of alternative choices that can be used appropriately in order to achieve the objectives company [3]. The use of the right strategy has a tendency in accordance with the existing system owned by the company so that the company's performance results can be achieved optimally [4]. In the field of marketing if it is related to company performance, basically it will experience some obstacles and obstacles, the assessment of company performance supported by marketing tends to have conceptual problems but on the other hand, empirically it is one important part that must be done [5]. We agree together that the purpose of establishing a company is to maintain the viability of Vol. 01 issue 02 December 2019 57 the business, so that the company can compete with other companies. One of the risks that can be experienced by business organizations if the company ignores the level of performance of the company is the instability in the existing system in the business unit that is being run. This is due to some important elements of the company cannot run as it should, if this continues bankruptcy and even death to the organization of the business being run. Therefore, all elements in the company need to formulate and design strategies, especially in the field of marketing in order to overcome the decline in company management, which will ultimately affect overall company performance. A good company is a company can design the best solutions to overcome the problems that are being experienced and also all the risks that will arise in the future [6]. Previous research can prove that dynamic marketing capabilities (DMCs) are an important factor in maintaining and also improving company performance, by responding to market needs in uncertain situations [7]. DMCs have a consistency in influencing company performance positively, while also contributing to the process of identifying its limitations and providing better direction that helps in the future a research process. In turn, DMCs position a very important condition in operational reconfiguration of marketing capabilities, which leads to an increase in overall company performance [8]. The results also show that business organizations that maximize DMCs can achieve superior performance by being exceptional in business competition. This can direct company leaders, especially company managers, in exploiting DMCs in their companies by showing that business organizations can adapt to the environment, creating healthy market competition. This study provides empirical evidence for the claim that dynamic marketing capabilities are needed to improve company performance, in addition this study will provide clear direction related to researching positions related to DMCs and also opportunities that can be done by subsequent researchers who will conduct research in the future. I will come in the context of scientific development, especially in marketing management and marketing strategies. Method The method used in this study is a descriptive study with a literacy approach or often called a library study. By conducting an assessment of the concept of dynamic marketing capabilities directly and answered with theories and previous research. Therefore, the results of this study will continue to grow in line with scientific developments in the field of Marketing Management. Results and Discussion Presented below is a resume and summary of the results of a review of concepts related to dynamic marketing capabilities (DMCs), taken from several publications both international journals and book's Chapter. Vol. 01 issue 02 December 2019 58 Table 1: Resume Journal and Previous Research No Title / Author (year) Variable The object Method 1 Dynamic Marketing Capabilities in Science-based Firms: an Exploratory Investigation of the Pharmaceutical Industry. [9]  Market knowledge on technological innovation  Development process  Dynamic Marketing Capabilities  Management Practice  Performance Heterogeneity  The creation of new products and the changes in the new product Highperformance pharmaceutical company Use qualitative methodology. Field study of the extended case method as an appropriate approach to investigate the ability of dynamic marketing in industry-based science. 2 Antecedents and consequences of marketing dynamic capabilities in international joint ventures [10]  Resouce Magnitude  Resource Complemantarity  Organizational Structure  Organizational Culture  Dynamic Marketing Capabilities  Market Dynamism  Competitive Advantege  Financial Performance The top manager of IJV in China The context of this study is equity-based IJV in China 3 “Examining the role of information technology in cultivating firms’ dynamic marketing capabilities” [11]  Market Orientation  Conectifity of IT infrastructure capabilities  Functionality of IT Infrastructure Capability  IT Support for SRM  Dynamic Marketing Capabilities IT infrastructure in manufacturing companies Survey 4 The contribution of dynamic marketing capabilities to service innovation and performance [8]  Operational Marketing Capabilities  Dynamic Marketing Capabilities  Firm Performance  Inovation Hotels, restaurants, financial services, insurance, transportation and hospital Personal interview to the CEO or marketing manager 5 Dynamic marketing capability and marketing survival: evidence from auto parts businesses in Thailand [12]  Marketing Vision  Marketing Readline  Dynamic Marketing Capabilities  Marketing Excellence  Marketing Productivity  Marketing Responsivenese  Marketing Survival Motor vehicle parts business in Thailand Distribution of questionnaires via email via the web survey 6 Dynamic Marketing Capability Evolving dynamic marketing capability (DMC) and its role on export performance: An empirical study on export-oriented organizations in Bangladesh [13]  Export Market Exploration  Export Market Explostation  Market Uncertainty  Competitive Intensity  Dynamic Marketing Capabilities  Control Variables (Age, Employee Size, Level of fixed Asset)  Export Performance Manufacturing and exportoriented IT services organization in Bangladesh Personal interview based survey 7 Dynamic marketing capabilities, foreign ownership modes, subnational locations and the performance of foreign affiliates in developing economies [14]  Ownership Modes  SubNational Location  Dynamic Marketing Capabilities  Foreign Affiliate Performance FOA in nonMetropolitan areas Literature Analysis / Literature study 8 Dynamic Marketing Capabilities and New Product Adoption; The mediating role of Consumer Based Brand Equity [15]  Dynamic Marketing Capabilities  Customer Brand Equity  New Product Adoption 442 beverage producers in Uganda Positivistic approach cross sectional survey design 9 Enhancing Innovativeness: The Role of Dynamic Marketing Capabilities [16]  Market Orientation  Marketing Technical Integration  Dynamic Marketing Capabilities  Innovativeness  Performance SME entrepreneur or senior manager with 533 respondents. Data collection methods are selfreported online a survey issued for the main respondent Vol. 01 issue 02 December 2019 59 10 Dynamic marketing capabilities view on creating market change [17]  Proactive Market Orientation  Value Innovation  Operational Marketing Capabilities  Induced Market Turbulence  Customer Value  Profitability  Market Efectifitness Distributing Questionnaires to 270 senior executives After ensuring reliability and validity, hypotheses are tested by applying structural equation modeling and Monte Carlo simulations 11 Facilitating dynamic marketing capabilities development for domestic and foreign firms in an emerging economy [18]  Vertical relationship Quality  Horizontal Relationship Quality  Entrepreneurship Orintation  Ownership: Domestik and Foreign  Dynamic Marketing Capabilities  Control Variables (Age, Location, Industry type, Environment Turbulent)  Innovation Performance Manufactur

Dynamic Marketing Capabilities in Reviewing Previous Research Concepts and Future Research Opportunities