Marketing accountability for marketing and non-marketing outcomes

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...

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Bibliographic Details
Other Authors Kumar, V. (Editor), Stewart, David W. (Editor), Malhotra, Naresh K. (Editor)
Format Electronic eBook
LanguageEnglish
Published Bingley, U.K. : Emerald Publishing Limited, 2021.
SeriesReview of marketing research ; v. 18
Subjects
Marketing research.
Marketing > Social aspets.
Responsibility.
elektronické knihy
electronic books
Online AccessFull text
ISBN9781838675653
DOI10.1108/S1548-6435202118
Physical Description1 online resource (412 pages).

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Table of Contents:
  • Part I. Measures of firm performance
  • Chapter 1. An integrative framework for marketing accountability of marketing and non-marketing outcomes / V. Kumar and David W. Stewart
  • Chapter 2. The marketing implications of financial accounting / Neil Thomas Bendle, Jonathan Knowles, and Moeen Naseer Butt
  • Chapter 3. Customer feedback metrics for marketing accountability / Evert de Haan, Peter C. Verhoef, and Thorsten Wiesel
  • Chapter 4. What drives brand equity? A comprehensive study of price and volume premiums / Jianjun (John) Zhu, Thomas S. Gruca, and Lopo L. Rego
  • Chapter 5. Do retailers get blamed when manufacturer brands fail? The case for multi-loci attributions and spillover effects / Frank Germann, Ronald L. Hess, Jr., and Margaret G. Meloy
  • Chapter 6. Linking market orientation capabilities to organizational performance: A research framework and empirical test / Kåre Sandvik, Karoline U. D. Dahr, and C. Jay Lambe
  • Chapter 7. Multichannel data-driven attribution models: A review and research agenda / Ben B. Beck, J. Andrew Petersen, and Rajkumar Venkatesan
  • Part II. Measures of social interaction
  • Chapter 8. Accountability beyond profitability: Understanding the impact of marketing actions on environmental and social performance / Amalesh Sharma, Sourav Bikash Borah, Anirban Adhikary, and Tanjum Haque
  • Chapter 9. A social network research paradigm for marketing: A review and research agenda / Aditya Gupta and Alok R. Saboo
  • Chapter 10. The unintended consequences of attitudinal word-of-mouth drivers / Timothy L. Keiningham, Roland T. Rust, Bart Larivière, Lerzan Aksoy, and Luke Williams
  • Part III. Measures related to social outcomes
  • Chapter 11. What drives inner city attractiveness for society? The role of brick-and-mortar stores / Julian R. K. Wichmann, Thomas P. Scholdra, and Werner J. Reinartz.

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