An Investor’s Perspective on Marketing Excellence
How Objective Marketing Indicants Can Complement Firm Valuations| By: | Dominik Kemsa |
| Publisher: | Springer Nature |
| Print ISBN: | 9783658247034 |
| eText ISBN: | 9783658247041 |
| Edition: | 0 |
| Copyright: | 2019 |
| Format: | Page Fidelity |
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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.