An Investor’s Perspective on Marketing Excellence: How Objective Marketing Indicants Can Complement Firm Valuations
Dominik KemsaDominik 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.
Kategorie:
Rok:
2019
Wydanie:
1st ed.
Wydawnictwo:
Springer Fachmedien Wiesbaden,Springer Gabler
Język:
english
ISBN 10:
3658247045
ISBN 13:
9783658247041
Serie:
BestMasters
Plik:
PDF, 5.90 MB
IPFS:
,
english, 2019
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