Details

An Investor's Perspective on Marketing Excellence

An Investor's Perspective on Marketing Excellence

How Objective Marketing Indicants Can Complement Firm Valuations
BestMasters

von: Dominik Kemsa

53,49 €

Verlag: Gabler
Format: PDF
Veröffentl.: 18.12.2018
ISBN/EAN: 9783658247041
Sprache: englisch

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Beschreibungen

Titelbeschreibung

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.

Inhaltsverzeichnis

<p>Resource-Based Theory and Marketing Excellence.-&nbsp;Role of Marketing in Investment Decisions.-&nbsp;Identification of Relevant Literature.-&nbsp;Description of Conceptualization.-&nbsp;Development and Evaluation of Secondary Data Indicants.-&nbsp;Aggregation of Developed Indicants to MEXC Dashboard.</p>

Autorenportrait

<p>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.</p>

Back cover copy

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.<p><b>Contents</b></p>

<p></p><ul><li>Resource-Based Theory and Marketing Excellence<br></li><li>Role of Marketing in Investment Decisions<br></li><li>Identification of Relevant Literature<br></li><li>Description of Conceptualization<br></li><li>Development and Evaluation of Secondary Data Indicants<br></li><li>Aggregation of Developed Indicants to MEXC Dashboard<br></li></ul><p></p>
<p><b>Target Groups</b></p>

<p></p><ul><li>Researchers and students predominantly in the area of marketing & sales, but also in the areas of finance and accounting (interface to company valuation)<br></li><li>Consultants and experts in the field of marketing & sales<br></li></ul><p></p>



<p><b>The Author</b></p>

<p>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.</p>

Sonderbeitrag

Publication in the field of economic science

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