An Investor’s Perspective on Marketing Excellence

How Objective Marketing Indicants Can Complement Firm Valuations

Dominik Kemsa (Autor)

Buch | Softcover

XVI, 125 Seiten

2019 | 1st ed. 2019
Springer Fachmedien Wiesbaden GmbH (Verlag)
978-3-658-24703-4 (ISBN)

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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.

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.

lt;p>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.

Erscheinungsdatum	21.01.2019
Reihe/Serie	BestMasters
Zusatzinfo	XVI, 125 p. 1 illus.
Verlagsort	Wiesbaden
Sprache	englisch
Maße	148 x 210 mm
Gewicht	196 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Rechnungswesen / Bilanzen
Schlagworte	Marketing accountability • Marketing Capabilities • Marketing dashboard • Objective measurement • Resource-based Theory • Secondary data
ISBN-10	3-658-24703-7 / 3658247037
ISBN-13	978-3-658-24703-4 / 9783658247034
Zustand	Neuware