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- Author: Dominik Kemsa
- Publisher: Springer Gabler
- Year: 2019
- Pages: 125
- ISBN-10: 3658247037
- ISBN-13: 9783658247034
- Format: 14.8 x 21 x 0.8 cm, softcover
- Language: English
- SAVE -10% with code: EXTRA
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Description
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.
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- Author: Dominik Kemsa
- Publisher: Springer Gabler
- Year: 2019
- Pages: 125
- ISBN-10: 3658247037
- ISBN-13: 9783658247034
- Format: 14.8 x 21 x 0.8 cm, softcover
- Language: English English
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.
Reviews