BestMasters / An Investor's Perspective on Marketing Excellence
How Objective Marketing Indicants Can Complement Firm Valuations
(Sprache: Englisch)
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...
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Klappentext zu „BestMasters / An Investor's Perspective on Marketing Excellence “
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.
Inhaltsverzeichnis zu „BestMasters / An Investor's Perspective on Marketing Excellence “
Resource-Based Theory and Marketing Excellence.- Role of Marketing in Investment Decisions.- Identification of Relevant Literature.- Description of Conceptualization.- Development and Evaluation of Secondary Data Indicants.- Aggregation of Developed Indicants to MEXC Dashboard.
Autoren-Porträt von Dominik Kemsa
Dominik Kemsa worked as a student research assistant and tutor for Prof. Dr. Dr. h.c. mult. Christian Homburg at the chair of Business-to-Business Marketing, Sales & Pricing at the University of Mannheim. Upon graduation in 2017, he started working at an international management consulting firm.
Bibliographische Angaben
- Autor: Dominik Kemsa
- 2019, 1st ed. 2019, XVI, 125 Seiten, Maße: 14,8 x 21 cm, Kartoniert (TB), Englisch
- Verlag: Springer, Berlin
- ISBN-10: 3658247037
- ISBN-13: 9783658247034
- Erscheinungsdatum: 04.02.2019
Sprache:
Englisch
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