Marketing Accountability for Marketing and Non-Marketing Outcomes

V. Kumar is the Distinguished Term Professor, and Senior Fellow, Indian School of Business, India; Distinguished Fellow, MICA, India; HUL Visiting Chair Professor, IIM Ahmedabad, India; and Distinguished Professor of Research, Welingkar, India. David W. Stewart is President’s Professor of Marketing and Business Law at Loyola Marymount University, USA. Naresh K. Malhotra was selected as a Marketing Legend in 2010 and his refereed journal articles were published in nine volumes by Sage with tributes by other leading scholars in the field. He is listed in Marquis Who’s Who in America continuously since 1997 and in Who’s Who in the World since 2000. In 2017, he received the Albert Nelson Marquis Lifetime Achievement Award from marquis Who’s Who. He has several top (number one) research rankings that have been published. He is a highly cited author with more than 60,000 Google Scholar Citations.

Part I. Measures of Firm Performance

Chapter 1. An Integrative Framework for Marketing Accountability of Marketing and Non-Marketing Outcomes; V. Kumar and David W. Stewart

Chapter 2. The Marketing Implications of Financial Accounting; Neil Thomas Bendle, Jonathan Knowles, and Moeen Naseer Butt

Chapter 3. Customer Feedback Metrics for Marketing Accountability; Evert de Haan, Peter C. Verhoef, and Thorsten Wiesel

Chapter 4. What Drives Brand Equity? A Comprehensive Study of Price and Volume Premiums; Jianjun (John) Zhu, Thomas S. Gruca, and Lopo L. Rego

Chapter 5. Do Retailers Get Blamed When Manufacturer Brands Fail? The Case for Multi-Loci Attributions and Spillover Effects; Frank Germann, Ronald L. Hess, Jr., and Margaret G. Meloy

Chapter 6. Linking Market Orientation Capabilities to Organizational Performance: A Research Framework and Empirical Test; Kåre Sandvik, Karoline U. D. Dahr, and C. Jay Lambe

Chapter 7. Multichannel Data-driven Attribution Models: A Review and Research Agenda; Ben B. Beck, J. Andrew Petersen, and Rajkumar Venkatesan

Part II. Measures of Social Interaction

Chapter 8. Accountability beyond Profitability: Understanding the Impact of Marketing Actions on Environmental and Social Performance; Amalesh Sharma, Sourav Bikash Borah, Anirban Adhikary, and Tanjum Haque

Chapter 9. A Social Network Research Paradigm for Marketing: A Review and Research Agenda; Aditya Gupta and Alok R. Saboo

Chapter 10. The Unintended Consequences of Attitudinal Word-of-Mouth Drivers; Timothy L. Keiningham, Roland T. Rust, Bart Larivière, Lerzan Aksoy, and Luke Williams

Part III. Measures Related to Social Outcomes

Chapter 11. What drives Inner City Attractiveness for Society? The Role of Brick-and-Mortar Stores; Julian R. K. Wichmann, Thomas P. Scholdra, and Werner J. Reinartz