This book is about linking marketing activities and outcomes to the financial performance of the organization. The theme of the book is that the marketing function must justify its activities and use of resources in terms of its financial contributions to the firm. More specifically, the book focuses on how marketing activities generate cash flow, growth, and other financial benefits for the organization. This perspective provides a framework for long-term investments for purposes of evaluating and ranking the funding of proposed projects.

Accountable Marketing is designed to be the definitive volume on the emerging role of accountability and performance metrics in marketing. Sponsored and developed by the Marketing Accountability Standards Board (MASB), it provides a multi-disciplinary, international perspective on this topic of critical importance. Stewart and Gugel have curated the work of several leading marketing, finance and accounting professionals and academics on the topics of marketing accountability and financial reporting to create a volume that represents the best of MASB's work over the last few years. The book not only emphasizes the importance of accountability in the marketing function, but also creates a dialogue among academics and practitioners about the importance of marketing in driving consistent growth in the organization, and the ways in which improved methods for measuring and forecasting contribute to the effectiveness of these marketing activities. This book marks the first-ever reference point for practicing professionals, faculty and students interested in marketing accountability, the development of standards for marketing reporting, and developing stronger linkages between marketing activities and outcomes, and the financial performance of the firm.

Linked from the days of their origins, psychology and advertising developed as independent disciplines at almost the same time in the late nineteenth century. Providing an important arena in which psychologists have tested methods and theories, advertising has been a stimulus for research and development in such diverse specialties as learning and behavioral decision theory, psychometrics, perception, and social and mathematical psychology. Psychology, in turn, has contributed a wide assortment of tools, theories, and techniques to the practice of advertising. These contributions have found their place in virtually all areas of advertising practice -- stimulating creativity, evaluating the creative product, and informing the scheduling of media. Purposely eclectic, this volume presents new issues in consumer psychology and advertising such as the relationship between gender differences, cortical organization and advertising; new approaches to old issues such as attention as an epiphenomenon, and meta-analysis of comparative advertising research; and new applications of consumer psychology to other fields such as examining health behavior as consumer behavior, affect and political advertising, and the relationship between advertising and eating disorders. This volume is the result of the Sixth Annual Advertising and Consumer Behavior Conference, which was designed to bring together researchers and practitioners from both psychology and advertising. Chapter contributions are made by professionals in advertising and marketing, professors in psychology and marketing departments, and psychologists who consult for advertising and marketing organizations. Thus, the chapters represent a microcosm of the type of interaction that has characterized the interface of psychology and advertising for more than a hundred years.

This book focuses on the problems in America's health care system that have developed over the past 30 years and that will be with us for the next 30 years. It goes beyond mind-numbing quantitative data to probe the underlying causes of the nation's difficulties. Three broad questions are addressed: Why are health care costs in the United States higher than elsewhere? What needs to be done to bring down costs without lowering quality? Is America doing enough about research, prevention, and public information?

This book focuses on the problems in America's health care system that have developed over the past 30 years and that will be with us for the next 30 years. It goes beyond mind-numbing quantitative data to probe the underlying causes of the nation's difficulties. Three broad questions are addressed: Why are health care costs in the United States higher than elsewhere? What needs to be done to bring down costs without lowering quality? Is America doing enough about research, prevention, and public information?

Linked from the days of their origins, psychology and advertising developed as independent disciplines at almost the same time in the late nineteenth century. Providing an important arena in which psychologists have tested methods and theories, advertising has been a stimulus for research and development in such diverse specialties as learning and behavioral decision theory, psychometrics, perception, and social and mathematical psychology. Psychology, in turn, has contributed a wide assortment of tools, theories, and techniques to the practice of advertising. These contributions have found their place in virtually all areas of advertising practice -- stimulating creativity, evaluating the creative product, and informing the scheduling of media.
Purposely eclectic, this volume presents new issues in consumer psychology and advertising such as the relationship between gender differences, cortical organization and advertising; new approaches to old issues such as attention as an epiphenomenon, and meta-analysis of comparative advertising research; and new applications of consumer psychology to other fields such as examining health behavior as consumer behavior, affect and political advertising, and the relationship between advertising and eating disorders.
This volume is the result of the Sixth Annual Advertising and Consumer Behavior Conference, which was designed to bring together researchers and practitioners from both psychology and advertising. Chapter contributions are made by professionals in advertising and marketing, professors in psychology and marketing departments, and psychologists who consult for advertising and marketing organizations. Thus, the chapters represent a microcosm of the type of interaction that has characterized the interface of psychology and advertising for more than a hundred years.

Accountable Marketing is designed to be the definitive volume on the emerging role of accountability and performance metrics in marketing. Sponsored and developed by the Marketing Accountability Standards Board (MASB), it provides a multi-disciplinary, international perspective on this topic of critical importance. Stewart and Gugel have curated the work of several leading marketing, finance and accounting professionals and academics on the topics of marketing accountability and financial reporting to create a volume that represents the best of MASB's work over the last few years. The book not only emphasizes the importance of accountability in the marketing function, but also creates a dialogue among academics and practitioners about the importance of marketing in driving consistent growth in the organization, and the ways in which improved methods for measuring and forecasting contribute to the effectiveness of these marketing activities. This book marks the first-ever reference point for practicing professionals, faculty and students interested in marketing accountability, the development of standards for marketing reporting, and developing stronger linkages between marketing activities and outcomes, and the financial performance of the firm.

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

This essential guide, edited by experienced journal editors, is the definitive sourcebook for prospective authors who are seeking direction and advice about developing academic papers in marketing that will have a high probability of publication in the best journals in the discipline. It brings together a wealth of contributors, all of whom are experienced researchers and have been published in the leading marketing journals. More than a dozen and a half current and former editors of marketing journals contributed to this volume, contributing words of wisdom and sage advice for the beginning scholar and experienced writer alike. The book covers such topics as ideation, positioning of papers, review of the literature, discussion of methods, presentation of results, development of theoretical and practical implications and responding to reviewers. Both empirical and conceptual papers are addressed. Individual chapters focus on papers with a behavioral focus, a marketing science focus, a strategy focus, and a public policy focus. This book is an indispensable guide for doctoral students, faculty teaching doctoral courses, individuals early in their career in marketing and scholars who wish to place their work in those journals which have a significant impact on the marketing discipline. Contributors include: J.R. Bettman, R.N. Bolton, L. Ferrell, O.C. Ferrell, G.N. Frazier, R.P. Hill, J. Huber, C.S. Katsikeas, U. Kayande, V. Kumar, D.M. Ladik, D.R. Lehmann, M.F. Luce, D.J. MacInnis, V. Mittal, C. Moorman, C. Pechmann, J.H. Roberts, R. Staelin, D.W. Stewart, S. Stremersch, J.O. Summers, S.L. Vargo, R.S. Winer

This book is about linking marketing activities and outcomes to the financial performance of the organization. The theme of the book is that the marketing function must justify its activities and use of resources in terms of its financial contributions to the firm. More specifically, the book focuses on how marketing activities generate cash flow, growth, and other financial benefits for the organization. This perspective provides a framework for long-term investments for purposes of evaluating and ranking the funding of proposed projects.

The Impact of Risk Communication on Consumption and Consumer Well-Being aims to understand how consumers think about and respond to risk through their consumption behaviors. Risky consumption poses societal risks leading to regulatory decisions such as bans on smoking, the use of seatbelts and motorcycle helmets, and so on. In the end, the goal of risk communication is consumer well-being by mitigating the harm of risky consumption. The authors synthesize the literature on risk, risky consumption behaviors, risk communication, and consumer well-being. They extend prior reviews through an explicit discussion of the philosophical foundations of risk communication and management and the implications of specific foundations for communication and policy decisions. In addition, the monograph explores the implications of the multidimensional context in which individuals confront risks and make trade-offs with respect to risks and benefits in specific situations. The authors discuss various examples of risk-related Products and behaviors throughout the monograph to illustrate the issues that arise when addressing risk in a multidimensional context where scientific information is incomplete and/or ambiguous and there are economic and social costs and benefits associated with any policy related to communicating and managing risk. These examples are intended to provide a context for the complex issues that are the focus of this monograph.

At its most fundamental level, marketing is about influencing the decision making and behavior of customers. Profitable businesses are built on an understanding of their customers and the creation and delivery of products and services that meet the needs of these customers. This book is intended to provide a quick, highly accessible introduction to key issues and concepts necessary for understanding market demand, designing successful products and services, and for creating effective marketing programs. The focus of the book is on information likely to be most useful to a practicing manager rather than the student or scholar who is seeking a deep understanding of consumer behavior. For this reason, the book includes "points to ponder" that link basic concepts to marketing practice. The final chapters of the book also point the reader to a variety of additional resources for learning more about consumer behavior in general and consumers in specific markets.

Cabrera Landing by David W. Stewart Retired financial advisor Leon Wetherby buys Cabrera Landing, an isolated property on the Indian River Lagoon in Florida, to be close to his granddaughter. He immediately begins seeing unusual specters around the property, such as a saber-toothed tiger, an antiquated pirate and a young girl presumed dead for more than 150 years. While investigating these occurrences with his new friend Annabel, he consults a witch, a physics professor and an alien. Leon and Annabel discover that Cabrera Landing is a main stop on a cosmic escalator that operates between alternate universes. A mischievous cosmic creature, Hassalla uses this cosmic elevator to transport Leon, Annabel and four others to the equivalent of twelfth millennium B. C. Florida in one of these alternate universes. The small tribe of six people, three men and three women, each from a different time and culture, struggles with the hardships of primitive living. They face hunger, thirst, cold and numerous ice-age animals such as saber-toothed tigers, dire wolves and cave bears. For six years, Hassalla amuses itself with their adventures and in the seventh, allows them to produce children. The infants create additional problems for the group, especially since their spirits are bound to the astral plane of the alternate universe. A nurturing cosmic entity, Nanya is aware of the plight of the six exiles and their three babies. Nanya realizes that when Hassalla terminates its drama, it must extinguish the lives of the tribal members and abandon the infants. After eight years, Hassalla destroys the tribe and its compound in a terrifying meteor shower, however, Nanya manages to rescue the children. The spirits of the tribal members are reborn in their original universe and the spirits of Leon and Annabel are reunited. Leon's granddaughter inherits Cabrera Landing and sells it to an emissary of Nanya, which quarantines it from the world so that no other individuals will suffer the fate of Leon, Annabel and the others.

Aggie married a gangster, Ladamien, right out of high school. For 12 years, she lived well, ignoring the sources of her comfortable lifestyle. Now, she awakens from a coma to find that Ladamien has turned himself into the federal government, making her a target for an international crime syndicate. While traveling with Ladamien, she witnessed a global conspiracy by several criminal groups, including the Russian Mafia, Yakuza, and South American Drug Cartels. Aggie and her son, Simon, enter witness protection so she can testify at the International Criminal Court in The Hague, Netherlands. They give up their identities, family ties, and the perquisites of their former lives.

Psychic Redemption absorbs the reader in suspense as a sixteen-year-old girl, Julie Gustafson, returns from the dead to find the baby she never saw. It is a novel 'riveting and intimate' capturing the possibility that a restless spirit could possess a human soul to complete its journey.
Psychic Redemption opens when Bonnie McConnell suffers an unexplained seizure. After diagnosis, a psychiatrist and a hypnotist confirm that the seizure resulted from the invasion of Bonnie's soul by Julie's spirit. The search for Julie's baby leads Bonnie into escapades with a dangerous gang, the Swamp Rattlers and the gang's leader, Cody Wilkins. When the search concludes, Julie's quest is complete but Bonnie's life changes forever. Psychic Redemption is a gripping novel about spiritual fulfillment, childish innocence, and a mother's love.

The fully updated Third Edition of Focus Groups: Theory and Practice offers a unique blend of focus group theory and practice in a single, easy-to-read source. It provides systematic treatment to the design, conduct, and interpretation of focus group data within the context of social science research and theory. Known for accessibility and step-by-step guidance, comprehensive treatment, and historical perspective, the book examines every facet of focus group research, from the selection and recruitment of group participants, to the selection of a moderator and conducting of interviews, to the analysis of focus group data. The Third Edition reflects the growing use of focus group research to address an increasingly broad array of issues that have a global span, and also provides more guidance on conducting virtual focus groups.

Celebrated in its first edition as an indispensable guide, Secondary Research has been revised to provide the latest information on computer-based storage-and-retrieval systems. This volume was originally designed to help locate and obtain secondary sources, as well as evaluate and integrate the information from the various sources in order to answer specific research questions. The new edition features expanded coverage of computer-based information, including a new chapter on CD-Rom products and updated coverage of on-line information search services. In addition, this volume includes beneficial material on how to conduct secondary analysis, specific sources such as commercial and government sources, including the 1990 U. S. Census, and examples of information searches. A must-read for anyone--professionals, researchers, professors, and students--in the areas of research methods, evaluation, management, psychology, and sociology.