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 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...