An Investor’s Perspective on Marketing Excellence

How Objective Marketing Indicants Can Complement Firm Valuations

von Dominik Kemsa

125 Seiten, Taschenbuch

Kurzbeschreibung des Verlags

Dominik Kemsa develops a comprehensive framework to objectively assess a firm’s position with respect to Marketing Excellence (MEXC). Drawing on resource-based theory MEXC is conceptualized as a holistic framework of capabilities, which can be the source of sustained competitive advantage and concomitant superior firm performance. Conducting a large-scale literature review and synthesizing the findings from different research areas, this book finds that MEXC can be measured with the help of a set of 25 secondary data indicants, which are aggregated to a MEXC dashboard.

• Reihe: BestMasters
• ISBN: 9783658247034
• Sprache: Englisch
• Erscheinungsdatum: 31.01.2019
• Genre: Wirtschaft/Werbung, Marketing
• Verlag: Springer Fachmedien Wiesbaden GmbH