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Marketing Accountability for Marketing and Non-Marketing Outcomes V. Kumar (Indian School of Business, India)

Marketing Accountability for Marketing and Non-Marketing Outcomes By V. Kumar (Indian School of Business, India)

Marketing Accountability for Marketing and Non-Marketing Outcomes by V. Kumar (Indian School of Business, India)

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Summary

Review of Marketing Research pushes the boundaries of marketing-broadening the marketing concept to make the world a better place.

Marketing Accountability for Marketing and Non-Marketing Outcomes Summary

Marketing Accountability for Marketing and Non-Marketing Outcomes by V. Kumar (Indian School of Business, India)

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

About V. Kumar (Indian School of Business, India)

V. Kumar is the Distinguished Term Professor, and Senior Fellow, Indian School of Business, India; Distinguished Fellow, MICA, India; HUL Visiting Chair Professor, IIM Ahmedabad, India; and Distinguished Professor of Research, Welingkar, India.

David W. Stewart is President's Professor of Marketing and Business Law at Loyola Marymount University, USA.

Naresh K. Malhotra was selected as a Marketing Legend in 2010 and his refereed journal articles were published in nine volumes by Sage with tributes by other leading scholars in the field. He is listed in Marquis Who's Who in America continuously since 1997 and in Who's Who in the World since 2000. In 2017, he received the Albert Nelson Marquis Lifetime Achievement Award from marquis Who's Who. He has several top (number one) research rankings that have been published. He is a highly cited author with more than 60,000 Google Scholar Citations.

Table of 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; Kare 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 Lariviere, 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

Additional information

NGR9781838675646
9781838675646
1838675647
Marketing Accountability for Marketing and Non-Marketing Outcomes by V. Kumar (Indian School of Business, India)
V. Kumar (Indian School of Business, India)
Review of Marketing Research
New
Hardback
Emerald Publishing Limited
20210927
360
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
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