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.
