Dominik Kemsa

Broschiertes Buch

An Investor's Perspective on Marketing Excellence

How Objective Marketing Indicants Can Complement Firm Valuations

Beschreibung

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.

Autor

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.

Produktdetails

• BestMasters
• Verlag: Springer Fachmedien Wiesbaden / Springer Gabler / Springer, Berlin
• Artikelnr. des Verlages: 978-3-658-24703-4
• 1st edition 2019
• Seitenzahl: 144
• Erscheinungstermin: Januar 2019
• Englisch
• Abmessung: 210mm x 148mm x 9mm
• Gewicht: 198g
• ISBN-13: 9783658247034
• ISBN-10: 3658247037
• Artikelnr.: 54506481