An Investor?s Perspective on Market - E-book

eBook

An Investor?s Perspective On Marketing Excellence - ENG

How Objective Marketing Indicants Can Complement Firm Valuations

Dominik Kemsa

eBook

$1,100.00

Disponible

Información adicional
Sinopsis

ISBN:	9783658247041
Formato:	Page Fidelity
Idioma:	Inglés
Editorial:	Springer Nature
Tema:	Negocios y economía
Subtema:	Marketing general
Año de publicación:	2018-12-18

Dominik Kemsa develops a comprehensive framework to objectively assess a firm 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.

eBooks