EAN: 9783658247034

Bilder-Quelle: discount24.de - Sport-Freizeit

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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25.06.2025 um 08:49 Uhr

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