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

By Dominik Kemsa

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.

• Format: Paperback
• Language: English
• ISBN: 3658247037
• ISBN13: 9783658247034
• Release Date: January 2019
• Publisher: Springer Gabler
• Length: 125 Pages
• Weight: 0.40 lbs.
• Dimensions: 0.3" x 5.8" x 8.3"