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An investor's perspective on marketi...

Kemsa, Dominik.

An investor's perspective on marketing excellencehow objective marketing indicants can complement firm valuations /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	An investor's perspective on marketing excellenceby Dominik Kemsa.
其他題名:	how objective marketing indicants can complement firm valuations /
作者:	Kemsa, Dominik.
出版者:	Wiesbaden :Springer Fachmedien Wiesbaden :2019.
面頁冊數:	xvi, 125 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
標題:	Marketing.
電子資源:	https://doi.org/10.1007/978-3-658-24704-1
ISBN:	9783658247041$q(electronic bk.)

An investor's perspective on marketing excellencehow objective marketing indicants can complement firm valuations /
Kemsa, Dominik.

An investor's perspective on marketing excellencehow objective marketing indicants can complement firm valuations /[electronic resource] :by Dominik Kemsa. - Wiesbaden :Springer Fachmedien Wiesbaden :2019. - xvi, 125 p. :ill., digital ;24 cm. - BestMasters,2625-3577. - BestMasters..

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

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. Contents Resource-Based Theory and Marketing Excellence Role of Marketing in Investment Decisions Identification of Relevant Literature Description of Conceptualization Development and Evaluation of Secondary Data Indicants Aggregation of Developed Indicants to MEXC Dashboard Target Groups Researchers and students predominantly in the area of marketing & sales, but also in the areas of finance and accounting (interface to company valuation) Consultants and experts in the field of marketing & sales The Author 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.

ISBN: 9783658247041$q(electronic bk.)

Standard No.: 10.1007/978-3-658-24704-1doiSubjects--Topical Terms:

182957
Marketing.

LC Class. No.: HF5415 / .K46 2019

Dewey Class. No.: 658.8

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