Marketing Accountability for Marketing and Non-Marketing Outcomes (Review of Marketing Research, 18) – eBook

Description

Review of Marketing Research: Marketing Accountability for Marketing and Non-Marketing Outcomes explores the evolving role of marketing measurement and accountability in modern business and society. This insightful volume examines how marketing activities influence not only firm performance, but also social interaction, sustainability, and broader societal well-being.

The book is organized into three major sections covering key areas of contemporary marketing research. The first section focuses on measures of firm performance, including topics such as financial accounting implications for marketing, customer feedback metrics, brand equity drivers, brand failure analysis, market orientation capabilities, and multichannel attribution strategies. These chapters help readers understand how marketing contributes to organizational performance and long-term business value.

The second section examines measures of social interaction, exploring environmental and social performance, social network dynamics, and the factors that drive attitudinal word-of-mouth behavior. These discussions highlight the growing importance of customer engagement, social influence, and corporate responsibility in modern marketing strategies.

The final section addresses broader societal outcomes, including sustainability, quality of life, and urban attractiveness. It explores how marketing research can contribute to understanding and improving societal development, particularly in relation to community and inner-city environments.

Each chapter presents thought-provoking insights, current research findings, and innovative perspectives that are valuable for researchers, students, marketing professionals, and academics interested in branding, consumer behavior, marketing analytics, and sustainable business practices.

Combining academic depth with real-world relevance, Review of Marketing Research: Marketing Accountability for Marketing and Non-Marketing Outcomes is an essential resource for understanding the expanding impact of marketing in business and society.