An Investor’s Perspective on Marketing Excellence


Book 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.




Marketing Excellence


Book Description

Marketing is all about ideas. And Marketing Excellence is about good ideas made great. The companies it features have been selected because they are winners – both literally and commercially. Literally in that they have received Marketing Society Awards for their work in Britain; commercially in that these efforts have resulted in measurable market success. They come from a diverse range of markets; it’s likely that some operate in yours. Written by two marketing thought leaders and featuring insights from a host of industry experts who have judged the Awards in recent years, here is a collection of brands and companies that are doing things right. From ketchup to cosmetics, it offers today’s most revealing, readable and above all relevant lessons in Marketing Excellence.




Marketing is Finance is Business


Book Description

Are (global) brands dead? Does marketing still matter? Is there still a "secret sauce” companies can apply to build winning brands in the future? Chris will show why great marketing is so much more than pretty pictures and Silicon snake oil. In his first book: ”MARKETING is FINANCE is BUSINESS” (published Dec 18), you will discover the rocket science behind the creation of marketing miracle$ in the galactic age upon us, in 4 stages 1) Look up: how to change our mindset from Thinking and Accting "Local/Global" to "Galactic" 2) Get your basic wings to fly: Understand the key historical models used in marketing and finance - the ones BOTH the CMO and CFO should know 3) (Re)Discover Burggraeve's 8 Marketing Fundamentals 4) Speak Better Wall Street - discover Alpha M - the world's first ever marketing model







ECIE 2020 16th European Conference on Innovation and Entrepreneurship


Book Description

The European Conference on Innovation and Entrepreneurship has been running now for 16 years. This event has been held in Italy, Northern Ireland, France, Belgium, Portugal, and Finland to mention some of the countries who have hosted it. The conference is generally attended by participants from more than 40 countries and attracts an interesting combination of academic scholars, practitioners and individuals who are engaged in various aspects of innovation and entrepreneurship teaching and research. The 16th European Conference on Innovation and Entrepreneurship will be hosted by Instituto Universitário de Lisboa (ISCTE), Portugal and the Conference Chair will be Florinda Matos




Investor Relations and ESG Reporting in a Regulatory Perspective


Book Description

Investor Relations and ESG Reporting in a Regulatory Perspective is a comprehensive and detailed practical guide for financial market participants, focusing on the stock market, written for practitioners by practitioners. The main themes of the book include the challenging integration of investor relations (IR) and the non-financial reporting of environmental, social and governance (ESG). Further, the book provides a comprehensive overview of the complex regulatory framework of the European Union (EU) related to the financial markets, including the expected global trends in this area. This includes financial legislation such as MiFID II, MiFIR and MAR along with non-financial legislation like the EU’s taxonomy, CSRD and SFDR. In addition, this book explores the non-financial reporting standards of GRI, TCFD, CDSB, IBC, SASB, IRRC and the upcoming ISSB, and discusses the UN’s Sustainable Development Goals (SDGs). In addition, the book provides a practical guide regarding IR in special situations, e.g. in connection with takeover response manuals, M&A, investor activism, initial public offerings (IPOs), as well companies’ collaboration with e.g. investment banks and corporate finance advisers, financial PR and IR advisers in such situations. The suggested audience of the book includes board members and senior management of in particular listed companies, and companies considering an IPO; professionals working in the fields of IR, ESG and communications; institutional and retail investors; private equity executives; venture capitalists; investment bankers; legal practitioners; accountants and auditors; financial journalists; and politicians. Finally, university and business students may benefit from an insight into the dynamics of the financial markets and the direction they are moving, a possible inspiration for choosing a future career.




Impact Investing at a Crossroads


Book Description

There is no questioning the enthusiasm that welcomed impact investing as an alternative approach to making investments: Take account of both financial returns and the social and environmental impacts. But there is no denying that the approach has fallen well short of expectations. Impact investing has shown great promise as a major transformational investment paradigm, but in practice under-performing woefully and its prospects are dimming: It comprises less than 1% of the world’s equity investments, and too many claims of success are more about marketing and reputational value than hard evidence of positive social impacts. Drawing on over a decade of hands-on experience, this book presents a unique combination of a how-to guide and a reimagining – new models, frameworks, techniques, and tools – of what impact investing could be and could accomplish. It points to a new direction for future impact investments: achieve higher financial returns, more positive social and environmental impacts, and lower risks than conventional investments. Readers will learn what actions should be taken at each stage of impact investing, and which models, analytic frameworks, and techniques to use – and how to use them – for optimal results. This book offers a step-by-step guide to how impact investing can achieve its promise of transforming global investments into a powerful positive force for change. It is an inspiring and comprehensive resource for anyone who wants to understand how impact investing works and how it can be done better, from professionals at foundations, international NGOs, consulting firms, and government agencies, to students of finance, public policy, ESG, sustainability and international development.




The Impact of Investments in Market-based Assets on Firm Performance


Book Description

Market-based assets, such as brands or customer relationships, can be thought of as intangibles that arise through the commingling of the firm with its environment. As such, they are constructs that bridge the conceptual gap between managerial actions and firms’ financial performance. This dissertation conducts three studies that advance the understanding of investments in market-based assets conceptually, empirically, and methodologically: First, it rigorously examines prior research in the marketing-finance interface and synthesizes the findings in a conceptual overview of the field. Second, it examines investments into different drivers of customer-based firm value and relates them to different aspects of firm performance. Third, it develops a novel method to estimate investments in market-based assets for firms with undisclosed accounting information through textual analysis of legal statements.




Truth Be Told


Book Description

Purpose as a business philosophy has resulted in organizations struggling to make sense of what they need to do and made 'purpose washing' commonplace. Identify the challenges and opportunities in the age of purpose and learn how to create authentic messaging, activate successful campaigns and asses the value that these have for key audiences. Purpose has become a leadership and managerial imperative for businesses large and small, non-profit organizations and charities. However, many businesses don't know how to clearly execute this, and the marketing and PR function of many companies struggle disproportionately as a result. This had led to an increase in cynicism and the growth of 'purpose washing'. However, when purpose is created with an authentic culture, the opportunity for building brand reputation and positive customer engagement is significant. Truth Be Told will help readers understand exactly how to achieve this and present the core truths of their company or organization, to drive clear, authentic purpose powered communication.




The Next Cmo


Book Description

The world is changing and so is the marketing profession. CMOs and the next generation of marketing leaders need to read this book to develop a strategy for ensuring operational excellence to achieve their goals. This book will provide a best practices approach for forming your marketing goals, creating a strategy, building a plan, crafting impactful campaigns, optimizing budgetary spending, and measuring true ROI. This book provides models, practical approaches, and templates to help the reader structure their own marketing strategy.