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Marketing accountability for marketing and non-marketing outcomes / edited by V. Kumar (Indian School of Business, India), David W. Stewart (Loyola Marymount University, USA)

Contributor(s): Resource type: Ressourcentyp: Buch (Online)Book (Online)Language: English Series: Emerald insight | Review of marketing research ; volume 18Publisher: Bingley, U.K. : Emerald Publishing Limited, 2021Copyright date: ©2021Description: 1 Online-Ressource (xxii, 327 Seiten)ISBN:
  • 9781838675653
  • 9781838675639
Subject(s): Additional physical formats: 9781838675646 | Erscheint auch als: 9781838675646 Druck-Ausgabe | Erscheint auch als: Marketing accountability for marketing and non-marketing outcomes. Druck-Ausgabe. First edition. Bingley, UK : Emerald Publishing, 2021. xxiii, 327 SeitenDOI: DOI: 10.1108/S1548-6435202118Online resources: Summary: 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.PPN: PPN: 1775563464Package identifier: Produktsigel: ZDB-55-BME | ZDB-1-BMEN | ZDB-1-EPB
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