David W Stewart - Böcker

Accountable Marketing is designed to be the definitive volume on the emerging role of accountability and performance metrics in marketing. Sponsored and developed by the Marketing Accountability Standards Board (MASB), it provides a multi-disciplinary, international perspective on this topic of critical importance.Stewart and Gugel have curated the work of several leading marketing, finance and accounting professionals and academics on the topics of marketing accountability and financial reporting to create a volume that represents the best of MASB’s work over the last few years. The book not only emphasizes the importance of accountability in the marketing function, but also creates a dialogue among academics and practitioners about the importance of marketing in driving consistent growth in the organization, and the ways in which improved methods for measuring and forecasting contribute to the effectiveness of these marketing activities.This book marks the first-ever reference point for practicing professionals, faculty and students interested in marketing accountability, the development of standards for marketing reporting, and developing stronger linkages between marketing activities and outcomes, and the financial performance of the firm.

Accountable Marketing is designed to be the definitive volume on the emerging role of accountability and performance metrics in marketing. Sponsored and developed by the Marketing Accountability Standards Board (MASB), it provides a multi-disciplinary, international perspective on this topic of critical importance.Stewart and Gugel have curated the work of several leading marketing, finance and accounting professionals and academics on the topics of marketing accountability and financial reporting to create a volume that represents the best of MASB’s work over the last few years. The book not only emphasizes the importance of accountability in the marketing function, but also creates a dialogue among academics and practitioners about the importance of marketing in driving consistent growth in the organization, and the ways in which improved methods for measuring and forecasting contribute to the effectiveness of these marketing activities.This book marks the first-ever reference point for practicing professionals, faculty and students interested in marketing accountability, the development of standards for marketing reporting, and developing stronger linkages between marketing activities and outcomes, and the financial performance of the firm.

Celebrated in its first edition as an indispensable guide, Secondary Research has been revised to provide the latest information on computer-based storage-and-retrieval systems. This volume was originally designed to help locate and obtain secondary sources, as well as evaluate and integrate the information from the various sources in order to answer specific research questions. The new edition features expanded coverage of computer-based information, including a new chapter on CD-Rom products and updated coverage of on-line information search services. In addition, this volume includes beneficial material on how to conduct secondary analysis, specific sources such as commercial and government sources, including the 1990 U. S. Census, and examples of information searches. A must-read for anyone--professionals, researchers, professors, and students--in the areas of research methods, evaluation, management, psychology, and sociology.

Dozens of lively international case studies that help readers put core marketing principles in a real-world context From market research to positioning and brand management to customer relations, marketing is the engine that drives innovation and growth in the modern business organization. This latest addition to the acclaimed Pathfinder series, like its popular predecessor, The Strategy Pathfinder, features a unique blend of core concepts and brief, international case studies. A refreshing contrast to traditional marketing texts and references, which tend to be prescriptive and directive, The Marketing Pathfinder offers professionals and marketing students alike an effective way to contextualize the marketing decisions they'll make in the real world of business. Not another one-size-fits-all marketing toolkit, The Marketing Pathfinder functions as a dynamic, interactive resourceEach chapter presents a set of core concepts, frameworks, and tools, followed by five or more short, lively international case studies illustrating how the concepts and tools can be applied in the real worldThe case studies are specifically designed to encourage readers to pursue additional independent research and to encourage them to articulate and defend their decisionsThroughout, the emphasis is on the reader as a marketing professional in the thick of it and responsible for the decisions they make

This book focuses on the problems in America's health care system that have developed over the past 30 years and that will be with us for the next 30 years. It goes beyond mind-numbing quantitative data to probe the underlying causes of the nation's difficulties. Three broad questions are addressed: Why are health care costs in the United States higher than elsewhere? What needs to be done to bring down costs without lowering quality? Is America doing enough about research, prevention, and public information?

This book focuses on the problems in America's health care system that have developed over the past 30 years and that will be with us for the next 30 years. It goes beyond mind-numbing quantitative data to probe the underlying causes of the nation's difficulties. Three broad questions are addressed: Why are health care costs in the United States higher than elsewhere? What needs to be done to bring down costs without lowering quality? Is America doing enough about research, prevention, and public information?

This essential guide, edited by experienced journal editors, is the definitive sourcebook for prospective authors who are seeking direction and advice about developing academic papers in marketing that will have a high probability of publication in the best journals in the discipline. It brings together a wealth of contributors, all of whom are experienced researchers and have been published in the leading marketing journals.More than a dozen and a half current and former editors of marketing journals contributed to this volume, contributing words of wisdom and sage advice for the beginning scholar and experienced writer alike. The book covers such topics as ideation, positioning of papers, review of the literature, discussion of methods, presentation of results, development of theoretical and practical implications and responding to reviewers. Both empirical and conceptual papers are addressed. Individual chapters focus on papers with a behavioral focus, a marketing science focus, a strategy focus, and a public policy focus.This book is an indispensable guide for doctoral students, faculty teaching doctoral courses, individuals early in their career in marketing and scholars who wish to place their work in those journals which have a significant impact on the marketing discipline.Contributors include: J.R. Bettman, R.N. Bolton, L. Ferrell, O.C. Ferrell, G.N. Frazier, R.P. Hill, J. Huber, C.S. Katsikeas, U. Kayande, V. Kumar, D.M. Ladik, D.R. Lehmann, M.F. Luce, D.J. MacInnis, V. Mittal, C. Moorman, C. Pechmann, J.H. Roberts, R. Staelin, D.W. Stewart, S. Stremersch, J.O. Summers, S.L. Vargo, R.S. Winer

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 capabilities, and multichannel attributions. Measures of social interaction encompass environmental and social performance, social networks, and attitudinal word-of-mouth drivers. The final chapter is devoted to measures related to societal outcomes and focuses on attractiveness of inner city for society.Each chapter presents thought-provoking discussions and new insights which will be relevant to researchers, professionals and students of marketing, branding and consumer behaviour

This essential guide, edited by experienced journal editors, is the definitive sourcebook for prospective authors who are seeking direction and advice about developing academic papers in marketing that will have a high probability of publication in the best journals in the discipline. It brings together a wealth of contributors, all of whom are experienced researchers and have been published in the leading marketing journals.More than a dozen and a half current and former editors of marketing journals contributed to this volume, contributing words of wisdom and sage advice for the beginning scholar and experienced writer alike. The book covers such topics as ideation, positioning of papers, review of the literature, discussion of methods, presentation of results, development of theoretical and practical implications and responding to reviewers. Both empirical and conceptual papers are addressed. Individual chapters focus on papers with a behavioral focus, a marketing science focus, a strategy focus, and a public policy focus.This book is an indispensable guide for doctoral students, faculty teaching doctoral courses, individuals early in their career in marketing and scholars who wish to place their work in those journals which have a significant impact on the marketing discipline.Contributors include: J.R. Bettman, R.N. Bolton, L. Ferrell, O.C. Ferrell, G.N. Frazier, R.P. Hill, J. Huber, C.S. Katsikeas, U. Kayande, V. Kumar, D.M. Ladik, D.R. Lehmann, M.F. Luce, D.J. MacInnis, V. Mittal, C. Moorman, C. Pechmann, J.H. Roberts, R. Staelin, D.W. Stewart, S. Stremersch, J.O. Summers, S.L. Vargo, R.S. Winer

At its most fundamental level, marketing is about influencing the decision making and behavior of customers. Profitable businesses are built on an understanding of their customers and the creation and delivery of products and services that meet the needs of these customers. This book is intended to provide a quick, highly accessible introduction to key issues and concepts necessary for understanding market demand, designing successful products and services, and for creating effective marketing programs.The focus of the book is on information likely to be most useful to a practicing manager rather than the student or scholar who is seeking a deep understanding of consumer behavior. For this reason, the book includes “points to ponder” that link basic concepts to marketing practice. The final chapters of the book also point the reader to a variety of additional resources for learning more about consumer behavior in general and consumers in specific markets.

This book is about linking marketing activities and outcomes to the financial performance of the organization. More specifically, the book focuses on how marketing activities generate cash flow, growth, and other financial benefits for the organization.

This book is about linking marketing activities and outcomes to the financial performance of the organization. More specifically, the book focuses on how marketing activities generate cash flow, growth, and other financial benefits for the organization.

This edited volume provides a marketing perspective on maladaptive consumer behavior, especially behavior with dysfunctional consequences that does not have its origins in physical addiction. It brings together contributions of leading scholars who have expertise in various forms of maladaptive consumption. The chapters address specific manifestations of maladaptive consumption, such as those related to food, alcoholic beverages, online gaming, and media consumption, among others, with an emphasis on behaviors that are not traditionally regarded as arising from physical addiction.Further, the book includes chapters that focus more broadly of definitional and conceptual issues, methodological approaches, implications for intervention and regulation, and the value judgments inherent in the identification and classification of behaviors as “maladaptive." It examines numerous alternative theories of maladaptive consumption and places such behavior in a larger market context.Taken together, the contributions in this volume (1) describe the general phenomenon of maladaptive consumption, (2) describe specific manifestations of maladaptive consumption, (3) identify issues of research methodology and definition related to the study of maladaptive consumption, and (4) address relevant interventions, regulations, and public policy issues. It will appeal to scholars interested in maladaptive consumption behaviors and their treatments as well as consumer behavior more generally across multiple fields, including marketing, clinical psychology, social work, and public health.

This edited volume provides a marketing perspective on maladaptive consumer behavior, especially behavior with dysfunctional consequences that does not have its origins in physical addiction. It brings together contributions of leading scholars who have expertise in various forms of maladaptive consumption. The chapters address specific manifestations of maladaptive consumption, such as those related to food, alcoholic beverages, online gaming, and media consumption, among others, with an emphasis on behaviors that are not traditionally regarded as arising from physical addiction.Further, the book includes chapters that focus more broadly of definitional and conceptual issues, methodological approaches, implications for intervention and regulation, and the value judgments inherent in the identification and classification of behaviors as “maladaptive." It examines numerous alternative theories of maladaptive consumption and places such behavior in a larger market context.Taken together, the contributions in this volume (1) describe the general phenomenon of maladaptive consumption, (2) describe specific manifestations of maladaptive consumption, (3) identify issues of research methodology and definition related to the study of maladaptive consumption, and (4) address relevant interventions, regulations, and public policy issues. It will appeal to scholars interested in maladaptive consumption behaviors and their treatments as well as consumer behavior more generally across multiple fields, including marketing, clinical psychology, social work, and public health.