An Investor’s Perspective on Marketing Excellence (eBook)

How Objective Marketing Indicants Can Complement Firm Valuations

Dominik Kemsa (Autor)

eBook Download: PDF

2018 | 1st ed. 2019
XVI, 125 Seiten
Springer Fachmedien Wiesbaden (Verlag)
978-3-658-24704-1 (ISBN)

Infos

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.

Inhalt

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.

Produkt-Details

• Erscheint lt. Verlag: 18.12.2018
• Reihe/Serie: BestMasters
• Reihe/Serie: BestMasters
• Zusatzinfo: XVI, 125 p. 1 illus.
• Verlagsort: Wiesbaden
• Sprache: englisch
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Schlagworte: Marketing accountability • Marketing Capabilities • Marketing dashboard • Objective measurement • Resource-based Theory • Secondary data
• ISBN-10: 3-658-24704-5 / 3658247045
• ISBN-13: 978-3-658-24704-1 / 9783658247041