Preface -- Introduction: making marketing accountable -- Delivering to the marketing accountability mandate -- Lessons from the quality movement -- Language, measures, and metrics: establishing standards -- Marketing's search for a common language -- Measuring brand preference -- Measuring...

Responsible leadership plays an important role in enhancing innovation to boost up the Triple-Bottom-Line (TBL) performance of the industry. The purpose of the study was to measure the effect of responsible leadership on TBL which includes the social, financial and environmental performance of...