An Investors Perspective on Marketing Excellence

Name: An Investors Perspective on Marketing Excellence
Brand: Springer Nature
SKU: 9783658247034
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Springer Nature

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9783658247034

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Product Description

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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