Marketing accountability for marketing and non-marketing outcomes

• Other Authors: Kumar, V. (Editor), Stewart, David W. (Editor), Malhotra, Naresh K. (Editor)
• Format: Electronic eBook
• Language: English
• Published: Bingley, U.K. : Emerald Publishing Limited, [2021].
• Series: Review of marketing research ; v. 18.
• Subjects: marketingový výzkum; marketing > sociální aspekty; odpovědnost; marketing research; marketing > social aspects; responsibility; elektronické knihy; kolektivní monografie; electronic books; collective monographs
• ISBN: 9781838675639; 9781838675653; 9781838675646
• Physical Description: 1 online zdroj (412 stran)

This latest volume of Review of Marketing Research, Marketing Accountability for Marketing and Non-Marketing Outcomes is divided in three parts: (1) measures of firm performance, (2) measures of social interaction, and (3) measures related to broader societal outcomes such as sustainability and qual...