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Beschreibung
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.
How Objective Marketing Indicants Can Complement Firm Valuations
Details
| Verlag | Springer Fachmedien Wiesbaden GmbH |
| Ersterscheinung | 31. Januar 2019 |
| Maße | 21 cm x 14.8 cm |
| Gewicht | 197 Gramm |
| Format | Softcover |
| ISBN-13 | 9783658247034 |
| Auflage | 1st ed. 2019 |
| Seiten | 125 |
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