An Investor’s Perspective on Marketing Excellence : How Objective Marketing Indicants Can Complement Firm Valuations / by Dominik Kemsa

Von:

Kemsa, Dominik [VerfasserIn]

Resource type: Ressourcentyp: Buch (Online)Buch (Online)Sprache: Englisch Reihen: BestMasters | Springer eBook Collection | SpringerLink BücherVerlag: Wiesbaden : Springer Fachmedien Wiesbaden, 2019Beschreibung: Online-Ressource (XVI, 125 p. 1 illus, online resource)ISBN:

9783658247041

Schlagwörter:

Andere physische Formen: 9783658247034 | 9783658247058 | Erscheint auch als: 978-3-658-24703-4 Druck-Ausgabe | Printed edition: 9783658247034 | Printed edition: 9783658247058 | Erscheint auch als: An investor’s perspective on marketing excellence. Druck-Ausgabe Wiesbaden : Springer Gabler, 2019. XVI, 125 SeitenDDC-Klassifikation:

658.8

LOC-Klassifikation:

HF5410-5417.5

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

Zusammenfassung: 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 firmZusammenfassung: 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 DashboardPPN: PPN: 1045544507Package identifier: Produktsigel: ZDB-2-BUM | ZDB-2-SEB | ZDB-2-SXBM

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