This newest installment of the Review of Marketing Research, titled Marketing Accountability for Marketing and Non-Marketing Outcomes, is organized into three sections: (1) firm performance measurements, (2) social interaction metrics, and (3) measures linked to larger societal issues, including sustainability and quality of life. The firm performance metrics discussed cover aspects such as the marketing impact of financial reporting, customer feedback evaluations, the factors contributing to brand equity, instances of brand failure, capabilities in market orientation, and multichannel attribution methods.
The social interaction measures explore areas such as environmental and social performance, social networks, and the factors influencing positive word-of-mouth. The concluding chapter focuses on societal outcome measures, specifically examining the appeal of inner-city living for communities.
Each segment offers engaging conversations and fresh perspectives, which will be valuable for researchers, industry experts, and students in marketing, branding, and consumer behavior.
978-1838675646, 978-1838675653, 978-1838675639
NOTE: This only consists of the eBook Marketing Accountability for Marketing and Non-Marketing Outcomes, in the original PDF. No access codes are included.
