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612-822-4611
An Investor's Perspective on Marketing Excellence: How Objective Marketing Indicants Can Complement Firm Valuations

An Investor's Perspective on Marketing Excellence: How Objective Marketing Indicants Can Complement Firm Valuations

Paperback

Series: Bestmasters

AccountingManagementMarketing

ISBN10: 3658247037
ISBN13: 9783658247034
Publisher: Springer Gabler
Published: Jan 31 2019
Pages: 125
Weight: 0.40
Height: 0.31 Width: 5.83 Depth: 8.27
Language: English
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.

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