An Investor's Perspective on Marketing Excellence How Objective Marketing Indicants Can Complement Firm Valuations /

• Main Author: Kemsa, Dominik (Author, http://id.loc.gov/vocabulary/relators/aut)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2019.
• Edition: 1st ed. 2019.
• Series: BestMasters,
• Subjects: Marketing.; Sales management.; Accounting.; Sales/Distribution.; Financial Accounting.

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 c...

Table of 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.