Dominik Kemsa

eBook, PDF

An Investor's Perspective on Marketing Excellence (eBook, PDF)

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.

Technische Details

• Geräte: PC
• ohne Kopierschutz
• Größe: 5.96MB

Barrierefreiheit

• Text-to-Speech

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

• Verlag: Springer Fachmedien Wiesbaden
• Seitenzahl: 125
• Erscheinungstermin: 18. Dezember 2018
• Englisch
• ISBN-13: 9783658247041
• Artikelnr.: 54783928