An Investor's Perspective on Marketing Excellence: How Objective Marketing Indicants Can Complement Firm Valuations (2019)
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.
| Quantity | Price | Discount |
|---|---|---|
| List Price | $54.99 |
Non-returnable discount pricing
$54.99
Book Information
| Publisher: | Springer Gabler |
|---|---|
| Publish Date: | 01/31/2019 |
| Pages: | 125 |
| ISBN-13: | 9783658247034 |
| ISBN-10: | 3658247037 |
| Language: | English |
Full Description
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.