Marketing classes canceled? The FINANCE in MARKETING Library is open!

MASB’s FINANCE in MARKETING Library is available on the YouTube MASB Channel. Critical topics in marketing are presented with a financial and accountable perspective by today’s top minds in marketing measurement and research, including Joanna Seddon, Mike Hanssens, Paul Farris, Kevin Lane Keller, Dan McCarthy and many more. Please subscribe as we are adding …

Three Terrific New FINANCE in MARKETING Videos

We started the new year right with three new videos for our rapidly growing FINANCE in MARKETING Library on YouTube. Finance in Sponsorship-Linked Marketing: University of Oregon Marketing Professor T. Bettina Cornwell demonstrates the financial impact of sponsorships on ROI and ROO. Reach vs. Impressions: Liquid Senior Digital Strategist Nikki Kyriakopoulus on the difference …

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 …