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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| その他の著者: | , , |
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| フォーマット: | 電子媒体 eBook |
| 言語: | 英語 |
| 出版事項: |
Bingley, U.K. :
Emerald Publishing Limited,
2021.
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| シリーズ: | Review of marketing research ;
v. 18 |
| 主題: | |
| オンライン･アクセス: | https://doi.org/10.1108/S1548-6435202118 |
| タグ: |
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目次:
- 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.