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Marketing accountability for marketing and non-marketing outcomes /
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 qual...
| Clasificación: | Libro Electrónico |
|---|---|
| Otros Autores: | , , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Bingley, U.K. :
Emerald Publishing Limited,
[2021].
|
| Colección: | Review of marketing research ;
v. 18. |
| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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| 245 | 0 | 0 | |a Marketing accountability for marketing and non-marketing outcomes / |c edited by V. Kumar (Indian School of Business, India), David W. Stewart (Loyola Marymount University, USA), Naresh K. Malhotra (Georgia Institute of Technology, USA). |
| 264 | 1 | |a Bingley, U.K. : |b Emerald Publishing Limited, |c [2021]. | |
| 264 | 4 | |c ©2021 | |
| 300 | |a 1 online resource (412 pages) | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 490 | 1 | |a Review of marketing research ; |v v. 18 | |
| 500 | |a Includes index. | ||
| 505 | 0 | |a Cover -- MARKETING ACCOUNTABILITY FOR MARKETING AND NON-MARKETING OUTCOMES -- REVIEW OF MARKETING RESEARCH -- EDITORIAL ADVISORY BOARD -- MARKETING ACCOUNTABILITY FOR MARKETING AND NON-MARKETING OUTCOMES -- Copyright -- CONTENTS -- ABOUT THE VOLUME EDITORS -- ABOUT THE EDITOR-IN-CHIEF -- LIST OF CONTRIBUTORS -- ABOUT THE CONTRIBUTORS -- EDITOR-IN-CHIEF INTRODUCTION -- OVERVIEW -- PUBLICATION MISSION -- PUBLICATION MISSION -- A FOCUS ON SPECIAL ISSUES -- THIS VOLUME -- I. Measures of Firm Performance | |
| 505 | 8 | |a An Integrative Framework for Marketing Accountability of Marketing and Nonmarketing Outcomes -- Marketing Accountability for Marketing and Nonmarketing Outcomes -- Measures of Firm Performance -- Measures of Social Interaction -- Measures Related to Societal Outcomes -- Concluding Thoughts -- Acknowledgment -- References -- The Marketing Implications of Financial Accounting -- Abstract -- Key Insights -- Introduction: Financial Accounting Conventions and Intangible Value -- What Problems Was Accounting Created to Solve? -- How Do Accounting Conventions Fail to Represent Economic Reality? | |
| 505 | 8 | |a Concerns about Accounting Rules -- What Do International Accounting Standards Say? -- Does Marketing Have a Material Complaint? -- Actions to Measure and Report Intangible Value -- What Would an Economic Balance Sheet of a Business Look Like? -- Market-based Assets: Types and Importance -- The Challenge of Value Arising That Is Not Clearly Tied to an Asset -- How Can the Financial Statements Be Adapted to Present a More Accurate Economic Picture? -- Information Needed to Adjust the Financial Statements -- The Adjustment for Market-based Assets Approach -- Creating Baseline Market-based Assets | |
| 505 | 8 | |a Estimating Marketing Investments and Marketing Expenses -- Adjusting the Level of Assets Related to Marketing -- Example of Adjusting the Financial Statements -- Limitations of the Adjusting for Market-based Approach -- Implications -- Implications for Senior Marketers -- Implications for Academic Marketing Researchers -- Conclusion -- Notes -- References -- Customer Feedback Metrics for Marketing Accountability -- Abstract -- History of CFMs -- A Classification of CFMs -- Deep Dive into Customer-focused Feedback Metrics -- Customer Satisfaction -- Net Promoter Score -- Other CFMs | |
| 505 | 8 | |a Relation CFMs with Customer Behavior and Firm Performance -- Using CFMs to Make Marketing More Accountable -- Selection of CFMs to Include in a Dashboard -- Dashboard Creation, Validation, and Usage -- Using CFMs for Brand Evaluation -- Challenges of CFMs -- The Future of CFMs: Moving to Social Listening -- Conclusions -- Notes -- References -- What Drives Brand Equity? A Comprehensive Study of Price and Volume Premiums -- Abstract -- Introduction -- Conceptual Background -- Extended Framework on Brand Equity and Its Antecedents -- Revenue Premium -- Determinants of Price and Volume Premium -- Branding Strategy. | |
| 520 | |a 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. | ||
| 588 | 0 | |a Description based upon print version of record. | |
| 590 | |a Emerald Insight |b Emerald All Book Titles | ||
| 650 | 0 | |a Marketing research. | |
| 650 | 0 | |a Marketing |x Social aspets. | |
| 650 | 0 | |a Responsibility. | |
| 650 | 6 | |a Marketing |x Recherche. | |
| 650 | 6 | |a Responsabilité. | |
| 650 | 7 | |a Market research. |2 bicssc | |
| 650 | 7 | |a Business & Economics |x Marketing |x Research. |2 bisacsh | |
| 650 | 7 | |a Marketing research |2 fast | |
| 650 | 7 | |a Responsibility |2 fast | |
| 700 | 1 | |a Kumar, V., |e editor. | |
| 700 | 1 | |a Stewart, David W., |e editor. | |
| 700 | 1 | |a Malhotra, Naresh K., |e editor. | |
| 776 | 0 | 8 | |i Print version: |a Kumar, V. |t Marketing Accountability for Marketing and Non-Marketing Outcomes |d Bingley : Emerald Publishing Limited,c2021 |z 9781838675646 |
| 830 | 0 | |a Review of marketing research ; |v v. 18. | |
| 856 | 4 | 0 | |u https://emerald.uam.elogim.com/insight/publication/doi/10.1108/S1548-6435202118 |z Texto completo |
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