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: Marketing research.; Marketing > Social aspets.; Responsibility.; elektronické knihy; electronic books
• ISBN: 9781838675653
• DOI: 10.1108/S1548-6435202118
• Physical Description: 1 online resource (412 pages).

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...