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An Investor’s Perspective on Marketing Excellence

How Objective Marketing Indicants Can Complement Firm Valuations

  • Dominik Kemsa

Part of the BestMasters book series (BEST)

Table of contents

  1. Front Matter
    Pages I-XVI
  2. Dominik Kemsa
    Pages 1-4
  3. Dominik Kemsa
    Pages 5-12
  4. Dominik Kemsa
    Pages 13-18
  5. Dominik Kemsa
    Pages 77-78
  6. Back Matter
    Pages 79-125

About this book

Introduction

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.

Keywords

Resource-based theory Marketing capabilities Objective measurement Secondary data Marketing accountability Marketing dashboard

Authors and affiliations

  • Dominik Kemsa
    • 1
  1. 1.MannheimGermany

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-658-24704-1
  • Copyright Information Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2019
  • Publisher Name Springer Gabler, Wiesbaden
  • eBook Packages Business and Management
  • Print ISBN 978-3-658-24703-4
  • Online ISBN 978-3-658-24704-1
  • Series Print ISSN 2625-3577
  • Series Online ISSN 2625-3615
  • Buy this book on publisher's site