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portada An Investor's Perspective on Marketing Excellence: How Objective Marketing Indicants can Complement Firm Valuations (Bestmasters)
Type
Physical Book
Publisher
Author
Year
2018
Language
English
Pages
144
Format
Paperback
ISBN13
9783658247034
Categories

An Investor's Perspective on Marketing Excellence: How Objective Marketing Indicants can Complement Firm Valuations (Bestmasters)

Dominik Kemsa (Author) · Springer Gabler · Paperback

An Investor's Perspective on Marketing Excellence: How Objective Marketing Indicants can Complement Firm Valuations (Bestmasters) - Dominik Kemsa

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Synopsis "An Investor's Perspective on Marketing Excellence: How Objective Marketing Indicants can Complement Firm Valuations (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.

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