Marketing Accountability for Marketing and Non-Marketing Outcomes
-83%
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Marketing Accountability for Marketing and Non-Marketing Outcomes

SKU: 9781838675653

Original price was: $146.99.Current price is: $24.99.

Access Marketing Accountability for Marketing and Non-Marketing Outcomes Now. Discount up to 90%

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Additional information

Full Title

Marketing Accountability for Marketing and Non-Marketing Outcomes
Author(s)
Edition
ISBN

9781838675653, 9781838675646, 9781838675639
Publisher

Emerald Publishing Limited
Format

PDF and EPUB

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

Related products

Marketing Accountability for Marketing and Non-Marketing Outcomes
-83%
Availability: In Stock

Marketing Accountability for Marketing and Non-Marketing Outcomes

SKU: 9781838675639

Original price was: $146.99.Current price is: $24.99.

Access Marketing Accountability for Marketing and Non-Marketing Outcomes Now. Discount up to 90%

Categories: ,

Additional information

Full Title

Marketing Accountability for Marketing and Non-Marketing Outcomes
Author(s)
Edition
ISBN

9781838675639, 9781838675646, 9781838675653
Publisher

Emerald Publishing Limited
Format

PDF and EPUB

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

Related products