An Investor's Perspective on Marketing Excellence

How Objective Marketing Indicants Can Complement Firm Valuations
1. Auflage 2019
ISBN: 978-3-658-24703-4
Verlag: Springer

Buch, Englisch, 125 Seiten, Book, Format (B × H): 148 mm x 210 mm, Gewicht: 197 g

Reihe: BestMasters

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.

Zielgruppe

Research

Autoren/Hrsg.

Kemsa, Dominik

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Unternehmensfinanzen Rating, Due Diligence, Unternehmensbewertung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

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.

Über Autor(innen)

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.