Review of Marketing Research pushes the boundaries of marketing-broadening the marketing concept to make the world a better place. Volume 18: Marketing Accountability for Marketing and Non-Marketing Outcomes brings together leading scholars to explore how marketing can push boundaries to fix some of the most important problems which face society today. Consistent with recognition of marketing's broader role in the firm and society at large, this volume includes identifies, develops, and examines measures of marketing's broader impact on both the firm and broader society. Such measures may include financial outcomes for the firm, effects on the organization, supplier and distributor engagement, social interaction, and larger societal impact. Each chapter provides thought provoking discussions which will be relevant to researchers, professionals and students.

Book Information
ISBN 9781838675646
Author Naresh K. Malhotra
Format Hardback
Page Count 412
Imprint Emerald Publishing Limited
Publisher Emerald Publishing Limited