An Investor's Perspective on Marketing Excellence / BestMasters (PDF)
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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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.
Contents
- 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
Target Groups
- Researchers and students predominantly in the area of marketing & sales, but also in the areas of finance and accounting (interface to company valuation)
- Consultants and experts in the field of marketing & sales
The Author
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.
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
- 2018, 1st ed. 2019, 125 Seiten, Englisch
- Verlag: Gabler, Betriebswirt.-Vlg
- ISBN-10: 3658247045
- ISBN-13: 9783658247041
- Erscheinungsdatum: 18.12.2018
Abhängig von Bildschirmgröße und eingestellter Schriftgröße kann die Seitenzahl auf Ihrem Lesegerät variieren.
eBook Informationen
- Dateiformat: PDF
- Größe: 5.82 MB
- Ohne Kopierschutz
- Vorlesefunktion
Sprache:
Englisch
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