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" An investor's perspective on marketing execellence : "
Dominik Kemsa ; with a foreword by Prof. Dr. Dr. h.c. mult. Christian Homburg.
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BL
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| Record Number
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881592
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| Main Entry
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Kemsa, Dominik
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| Title & Author
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An investor's perspective on marketing execellence : : how objective marketing indicants can complement firm valuations /\ Dominik Kemsa ; with a foreword by Prof. Dr. Dr. h.c. mult. Christian Homburg.
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| Publication Statement
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Wiesbaden, Germany :: Springer Gabler,, [2019]
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| Series Statement
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BestMasters
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| Page. NO
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1 online resource (xvi, 125 pages).
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| ISBN
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3658247045
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: 9783658247041
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3658247037
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9783658247034
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| Bibliographies/Indexes
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Includes bibliographical references.
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| Contents
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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.
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| Abstract
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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.
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| Subject
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Marketing.
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Marketing.
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| Dewey Classification
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658.8
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| LC Classification
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HF5415.K46 2019
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| Added Entry
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Homburg, Christian,1962-
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