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...

Descripción completa

Detalles Bibliográficos
Clasificación:Libro Electrónico
Otros Autores: Kumar, V. (Editor ), Stewart, David W. (Editor ), Malhotra, Naresh K. (Editor )
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Bingley, U.K. : Emerald Publishing Limited, [2021].
Colección:Review of marketing research ; v. 18.
Temas:
Marketing research.
Marketing > Social aspets.
Responsibility.
Marketing > Recherche.
Responsabilité.
Market research.
Business & Economics > Marketing > Research.
Marketing research
Responsibility
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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
  • 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?
  • 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
  • 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
  • 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.

Ejemplares similares