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An Investors Perspective on Marketing Excellence "How Objective Marketing Indicants Can Complement Firm Valuations"

An Investors Perspective on Marketing Excellence "How Objective Marketing Indicants Can Complement Firm Valuations"

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  • ISBN:9783658247034
  • Editorial: Springer Verlag
  • Fecha de la edición:
  • Encuadernación:
  • Nº Pág.:125
  • Idiomas:Ingles

Materias:

Dominik Kemsa develops a comprehensive framework to objectively assess a firms 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.

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