Marketing Accountability for Marketing and Non-Marketing Outcomes 1st Edition by Kumar, David Stewart 1838675655 9781838675653

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ISBN 10: 1838675655
ISBN 13: 9781838675653
Author:  V. Kumar, David W. Stewart

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 quality of life. Measures of firm performance covered include the marketing implications of financial accounting, customer feedback metrics, drivers of brand equity, brand failure, market orientation capabilities, and multichannel attributions. Measures of social interaction encompass environmental and social performance, social networks, and attitudinal word-of-mouth drivers. The final chapter is devoted to measures related to societal outcomes and focuses on attractiveness of inner city for society.

Each chapter presents thought-provoking discussions and new insights which will be relevant to researchers, professionals and students of marketing, branding and consumer behaviour

Marketing Accountability for Marketing and Non-Marketing Outcomes 1st Table of contents:

EditorinChief Introduction

The Marketing Implications of Financial Accounting

Customer Feedback Metrics for Marketing Accountability

What Drives Brand Equity? A Comprehensive Study of Price and Volume

Do Retailers Get Blamed When Manufacturer Brands Fail? Measurement

A Review and Research Agenda

Understanding the Impact of Marketing

A Review and Research

The Unintended Consequences of Attitudinal WordofMouth Drivers

What Drives Inner City Attractiveness for Society? The Role of Brickandmortar

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Kumar,David Stewart,Marketing Accountability