An Investor’s Perspective on Marketing Excellence: How Objective Marketing Indicants Can Complement Firm Valuations

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.

Book details

• Author: Dominik Kemsa
• Publisher: Springer Gabler
• eText ISBN: 9783658247041
• Print ISBN: 9783658247034
• Format: Fixed Layout
• Language: en
• Copyright: 2019