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Books > Business & Economics > Business & management > Sales & marketing > Sales & marketing management
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Marketing Accountability for Marketing and Non-Marketing Outcomes (Hardcover)
Loot Price: R2,778
Discovery Miles 27 780
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Marketing Accountability for Marketing and Non-Marketing Outcomes (Hardcover)
Series: Review of Marketing Research
Expected to ship within 9 - 15 working days
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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
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