An Investor’S Perspective On Marketing Excellence: How Objective Marketing Indicants Can Complement Firm Valuations (Bestmasters)

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.

• | Author: Dominik Kemsa
• | Publisher: Springer Gabler
• | Publication Date: Jan 31, 2019
• | Number of Pages: 141 pages
• | Language: English
• | Binding: Paperback
• | ISBN-10: 3658247037
• | ISBN-13: 9783658247034