Marketing accountability for marketing and non-marketing outcomes

• Other Authors: Kumar, V. (Editor), Stewart, David W. (Editor), Malhotra, Naresh K. (Editor)
• Format: Electronic eBook
• Language: English
• Published: Bingley, U.K. : Emerald Publishing Limited, [2021].
• Series: Review of marketing research ; v. 18.
• Subjects: marketingový výzkum; marketing > sociální aspekty; odpovědnost; marketing research; marketing > social aspects; responsibility; elektronické knihy; kolektivní monografie; electronic books; collective monographs
• Item Description: Includes index.
• Physical Description: 1 online zdroj (412 stran)
• ISBN: 9781838675639; 9781838675653; 9781838675646
• Access: Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty

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.- Resumé vydavatel