Marketing Accountability for Marketing and Non-Marketing Outcomes (Review of Marketing Research)

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Marketing Accountability for Marketing and Non-Marketing Outcomes (Review of Marketing Research)

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  • 製本 Hardcover:ハードカバー版／ページ数 360 p.
  • 言語 ENG
  • 商品コード 9781838675646
  • DDC分類 658.802

Full Description

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

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