Marketing Accountability for Marketing and Non-Marketing Outcomes Kumar V.
Marketing Accountability for Marketing and Non-Marketing Outcomes Kumar V. This latest volume of Review of Marketing Research, Marketing Accountability for Marketing and Non-Marketing Outcomes is…
Specifikacia Marketing Accountability for Marketing and Non-Marketing Outcomes Kumar V.
Marketing Accountability for Marketing and Non-Marketing Outcomes Kumar V.
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 social interaction encompass environmental and social performance, social networks, and attitudinal word-of-mouth drivers. 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.
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
Accountability and Democracy