Review paper
Marketing Excellence: Nature, Measurement, and Investor Valuations
Abstract
Marketing excellence is a foundational principle for the discipline that is gaining increasing attention among managers and investors. Despite this, the nature of marketing excellence and its effectiveness remain unclear. This research offers insight by addressing two questions: (1) How do managers understand and exercise marketing excellence? and (2) How do investors evaluate marketing excellence? Study 1 merges insights from 39 in-depth...
Paper Details
Title
Marketing Excellence: Nature, Measurement, and Investor Valuations
Published Date
Jun 3, 2020
Journal
Volume
84
Issue
4
Pages
1 - 22
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