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lgli/V. Kumar, David W. Stewart - Marketing Accountability for Marketing and Non-Marketing Outcomes 18(2021, Emerald Publishing Limited).epub
Marketing Accountability for Marketing and Non-Marketing Outcomes 18 🔍
V. Kumar, David W. Stewart, Naresh K. Malhotra Emerald Publishing Limited, Review of Marketing Research, 18, 1, 2021
英语 [en] · EPUB · 10.2MB · 2021 · 📘 非小说类图书 · 🚀/lgli/zlib · Save
描述
Review of Marketing Research pushes the boundaries of marketing—broadening the marketing concept to make the world a better place.
备用文件名
zlib/Business & Economics/Sales & Marketing/V. Kumar, David W. Stewart/Marketing Accountability for Marketing and Non-Marketing Outcomes_21886052.epub
备选标题
MARKETING ACCOUNTABILITY FOR MARKETING AND NON MARKETING OUTCOMES
备选作者
Kumar, V.; W. Stewart, David; Malhotra, Naresh K.
备选作者
Vikas Kumar; David W Stewart
备选作者
Vikas Kumar, ca. 20./21. Jh
备选作者
Clare Holdsworth
备用出版商
EMERALD GROUP PUBL
备用版本
Review of marketing research, First edition, Bingley, UK, 2021
备用版本
Review of marketing research, v. 18, Bingley, U.K, 2021
备用版本
United Kingdom and Ireland, United Kingdom
备用版本
Emerald Publishing, Bingley, U.K., 2021
备用版本
1, 20210927
备用描述
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.
开源日期
2022-07-05
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