Marketing Accountability

 

PUBLICATIONS

Finance in Marketing LibraryBranding Strategy Insider: Years Of Marketing Underinvestment Catch Up To Kraft Heinz • Meier • Sep 2025
Branding Strategy Insider: Why Marketing Lacks Credibility And Influence • Stewart • Aug 2025
JAR: The Accountability Crisis In Advertising and Marketing – Self-Regulation and Deeper Metrics Are Needed to Survive the Digital Age • Stewart Dec 2019
LinkedIn: Marketing Return on Investment: Is Yours Accountable? • Taylor Aug 2019
Forbes: How Transparent Is Your Marketing Spend? • Diorio Apr 2019
Forbes: Government Oversight Won’t Make Marketing More Accountable • Diorio Oct 2018
Newswire: Kantar’s Meaningfully Different Framework Completes MASB Metric Audit • Jul 2018
Forbes: Marketers Need to Measure Twice Cut Once • Diorio Apr 2018
Forbes: Marketing Accountability – A CEO Blueprint • Diorio Nov 2017
ANA:  Advertising Should Remain Short-Term Expense • Decker-Hoppen Feb 2017
CFO: Proposed Mega-Deal Underscores Flawed Accounting Rule • Sinclair/Blair Mar 2016
MSI: Marketing Return on Investment: Seeking Clarity for Concept and Measurement • Farris/Hanssens/Lenskold/Reibstein 2014
Corporate Finance Review: Putting Financial Discipline In Marketing • Stewart Oct 2006
ARF Re!Think: Measurement-Based Accountability Standards • Stewart Apr 2005
JAR: Better Practices in Advertising Can Change a Cost of Doing Business to Wise Investments in Business • Blair/Kuse 2004

Universal Marketing Dictionary

competition | inclusive marketing | marketing accountability |  Marketing Metric Audit Protocol

VIDEOS

Strategically Leveraging A.I. for ROI

Artificial Intelligence (AI), Generative AI and Large Language Models (LLMs) pose uncertainties and challenges related to investments and returns. Venkatesh (Venky) Shankar, PhD, Professor of Marketing at Southern Methodist University proposes what companies and CMOs should do to better prepare themselves in this emerging landscape.

Marketing Dictionary: Inclusive Marketing

These terms are being used haphazardly, so the professors and practitioners of MASB’s Common Language in Marketing Project put forth this definition from marketing-dictionary.org to eliminate ambiguity.

Marketing ROI

Dominique M. Hanssens, Distinguished Research Professor of Marketing at UCLA Anderson School of Management, discusses Marketing Return on Investment (a.k.a. ROMI) as a tool for assessing marketing impact.

Customer Lifetime Value Formula Parts 1 & 2

Emory University Goizueta Business School Assistant Professor of Marketing Dan McCarthy breaks down the formula for calculating CLV (customer lifetime value).

Problems Accounting for Marketing

Neil Bendle, Associate Professor of Marketing at Ivey Business School [now at the University of Georgia], outlines the challenges faced when trying to account for marketing activities.

Accounting Principles

University of Georgia Associate Professor of Marketing Neil Bendle provides a basic understanding of accounting principles that are important to marketers.

Value Creation & Marketing Accountability Course Parts 1-14

A senior-level marketing course from Loyola Marymount University’s David Stewart. In Part 1, Dr. Stewart explains why marketing outcomes must be expressed in financial terms and the importance of customer-centric product and service design. VIEW FULL PLAYLIST

The Overlap of Marketing and Finance

Loyola Marymount University Professor David Stewart explains that marketing and finance are not independent functions within an organization. They are tightly entwined, and each needs to understand the other in order to succeed.

These and many more videos can also be viewed directly on YouTube’s MASB Channel.

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