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; Kare 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 Lariviere, 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
