This volume provides case studies, analysis and frameworks, reviews key studies and techniques, offers theoretical explanations, identifies unanswered questions and research opportunities, and discusses significant managerial and policy implications as well as incorporating insights from multidisciplinary literatures in an integrative manner.

Using some of the latest qualitative research tools, this volume highlights insights about consumption ranging from how consumers process advertising messages, to how small retailers can combat the practice of "showrooming" by consumers comparing online prices with mobile devices.

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...

Review of Marketing Research pushes the boundaries of marketing—broadening the marketing concept to make the world a better place. Here, leading scholars explore how marketing is currently shaping, and being shaped by, the evolution of Artificial Intelligence (AI). Topics covered include the effects of AI on: economics; personalisation; pricing; content generation; the identification, structuring, and prioritization of customer needs; customer feedback; Natural Language Processing; image analytics; deep learning; and the anthropomorphism of AI, such as in virtual assistants and chatbots. ...