An Investor’s Perspective on Marketing Excellence
Download or Read eBook An Investor’s Perspective on Marketing Excellence PDF written by Dominik Kemsa and published by Springer. This book was released on 2018-12-18 with total page 137 pages. Available in PDF, EPUB and Kindle.
| Author | : Dominik Kemsa |
| Publisher | : Springer |
| Total Pages | : 137 |
| Release | : 2018-12-18 |
| ISBN-10 | : 9783658247041 |
| ISBN-13 | : 3658247045 |
| Rating | : 4/5 (41 Downloads) |
Book Synopsis An Investor’s Perspective on Marketing Excellence by : Dominik Kemsa
Book excerpt: 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.
