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 …

Kevin Keller Defines “Brand”

The MASB Finance in Marketing Course Project is producing a series of videos on financial issues that influence marketing strategy. In this segment, Dartmouth College Marketing professor Kevin Lane Keller explains the difference between a brand and a Brand. The series, which is a work in progress, is available at FINANCE in MARKETING Video …

Finance in Marketing Course to Boost CMO Credibility

For too long, Marketing has taken a backseat to Finance in corporate boardrooms. According to a 2011 global study by the Fournaise Marketing Group, 73 percent of CEOs think marketers lack business credibility because they are unable to demonstrate how marketing strategies and campaigns increase customer demand, sales, prospects, conversions or market share. Neil …