An integrative framework formarketing accountability of marketing and nonmarketing outcomes

V. Kumar; David W. Stewart

doi:10.1108/S1548-643520210000018001

An integrative framework formarketing accountability of marketing and nonmarketing outcomes

V. Kumar, David W. Stewart

Marketing and Business Law

Research output: Chapter in Book/Report/Conference proceeding › Chapter

Original language	English
Title of host publication	Review of Marketing Research
Publisher	Emerald Group Holdings Ltd.
Pages	3-13
Number of pages	11
DOIs	https://doi.org/10.1108/S1548-643520210000018001
State	Published - Sep 27 2021

Publication series

Name	Review of Marketing Research
Volume	18
ISSN (Print)	1548-6435
ISSN (Electronic)	1944-7035

ASJC Scopus Subject Areas

Marketing

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10.1108/S1548-643520210000018001

Cite this

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An integrative framework formarketing accountability of marketing and nonmarketing outcomes

Publication series

ASJC Scopus Subject Areas

Access to Document

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