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An Investor’s Perspective on Marketing Excellence

How Objective Marketing Indicants Can Complement Firm Valuations

  • Book
  • © 2019

Overview

Authors:
  1. Dominik Kemsa

    1. Mannheim, Germany

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  • Publication in the field of economic science

Part of the book series: BestMasters (BEST)

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Table of contents (6 chapters)

  1. Front Matter

    Pages I-XVI
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  2. Introduction

    • Dominik Kemsa
    Pages 1-4

  3. Theoretical and Conceptual Background

    • Dominik Kemsa
    Pages 5-12

  4. Research Process

    • Dominik Kemsa
    Pages 13-18

  5. Development and Evaluation of Secondary Data Indicants

    • Dominik Kemsa
    Pages 19-64

  6. Aggregation of Developed Indicants to MEXC Dashboard

    • Dominik Kemsa
    Pages 65-75

  7. Conclusion

    • Dominik Kemsa
    Pages 77-78

  8. Back Matter

    Pages 79-125
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Keywords

About this book

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.

Authors and Affiliations

  • Mannheim, Germany

    Dominik Kemsa

About 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.

Bibliographic Information

  • Book Title: An Investor’s Perspective on Marketing Excellence

  • Book Subtitle: How Objective Marketing Indicants Can Complement Firm Valuations

  • Authors: Dominik Kemsa

  • Series Title: BestMasters

  • DOI: https://doi.org/10.1007/978-3-658-24704-1

  • Publisher: Springer Gabler Wiesbaden

  • eBook Packages: Business and Management, Business and Management (R0)

  • Copyright Information: Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2019

  • Softcover ISBN: 978-3-658-24703-4Published: 31 January 2019

  • eBook ISBN: 978-3-658-24704-1Published: 18 December 2018

  • Series ISSN: 2625-3577

  • Series E-ISSN: 2625-3615

  • Edition Number: 1

  • Number of Pages: XVI, 125

  • Number of Illustrations: 1 b/w illustrations

  • Topics: Marketing, Sales/Distribution, Financial Accounting

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