This volume offers 11 essays by business, marketing, and management specialists from Europe, Asia, and the US, who discuss marketing accountability for marketing and non-marketing outcomes. They address measures of firm performance, including the marketing implications of financial accounting, customer feedback metrics for marketing accountability, the relationship between brand equity and price and volume premiums, linking market orientation capabilities to organizational performance, and multichannel data-driven attribution models; measures of social interaction, including the impact of marketing actions on environmental and social performance, a social network research paradigm for marketing, and the unintended impact of attitudinal word-of-mouth drivers; and measures related to social outcomes, focusing on inner-city retailing to improve inner-city attractiveness. Distributed in North America by Turpin Distribution. Annotation ©2021 Ringgold, Inc., Portland, OR (protoview.com)
