The FINANCE in MARKETING Video Library – Another Free Educational Resource from MASB

With its Common Language Marketing Dictionary (marketing-dictionary.org) continuing to grow steadily in usage, MASB, the Marketing Accountability Standards Board, is launching the FINANCE in MARKETING Video Library, with segments recorded by some of the top minds in marketing research and measurement today. MASB is developing the Finance in Marketing Course to make it easy …

Global Standards Organization Calls for Annual Brand Evaluations

The ISO (International Organization for Standardization), recognized leader in setting international industry standards, brought together standards boards from around the world to publish ISO 20671, a global standard for brand evaluation designed to grow brand-owner value. As brands are too often treated as incidental business expenses, the new standard calls for brands to be …

Nominations Open for Inaugural Blair Award for Marketing Accountability

Marketing drives financial value for enterprises and marketing accountability empowers marketing executives in the boardroom by demonstrating that value. The marketing accountability movement is gaining momentum, driven by the efforts of MASB, the Marketing Accountability Standards Board, and accountable marketers around the world who understand that linking marketing actions to financial performance leads to …

Marketing Metric Certifications Awarded at Summit

During MASB Winter Summit 2019 in San Diego last week, contributors to the MMAP Metric Catalog received awards to recognize the certification of their marketing metrics. MASB’s Marketing Metric Audit Protocol is a formal process for connecting marketing activities to the financial performance of the firm. It includes the conceptual linking of marketing activities to …

The Marketing Value Chain Revealed at MASB Winter Summit

MASB Fellow Stephen Diorio of the Forbes Marketing Accountability Initiative will lead a session on The Marketing Value Chain at MASB Winter Summit 2019 in San Diego this month. With 2019 dubbed ‘The Year of Brand Valuation’, recognizing Marketing’s role in creating enterprise value is critical.  To aid in this, Diorio has created a general framework …