An Investor’s Perspective on Marketing Excellence

Know about the book -

An Investor’s Perspective on Marketing Excellence is written by Dominik Kemsa and published by Springer. It's available with International Standard Book Number or ISBN identification 3658247045 (ISBN 10) and 9783658247041 (ISBN 13).

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.