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

ISBN-13: 9783658247034 / Angielski / Miękka / 2019 / 125 str.

Dominik Kemsa

Opis

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.

Spis treści

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.

O autorze

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 firm.

Blurb

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 firm.