BestMasters: How Objective Marketing Indicants Can Complement Firm Valuations

Kemsa, Dominik

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.

Details

Published by: Springer Gabler

Publication Date: 2019-01-31

Format: Paperback

ISBN-13: 9783658247034

DOI: 10.1007/978-3-658-24704-1

Dimensions: 210cm x148cm

Pages: 125