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    3. 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

    Posted By: roxul
    Date: 20 Dec 2018 11:27:59
    An Investor's Perspective on Marketing Excellence: How Objective Marketing Indicants Can Complement Firm Valuations

    Dominik Kemsa, "An Investor's Perspective on Marketing Excellence: How Objective Marketing Indicants Can Complement Firm Valuations"
    English | ISBN: 3658247037 | 2019 | 125 pages | PDF | 6 MB

    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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