Marketing Finance

Finance in Marketing Library

PUBLICATIONS

WARC: Why TV ads need persuasion rating points • June 2020 
MASB: Marketing’s Vital Role in Tackling the Covid-19 Pandemic • Findley Apr 2020
LinkedIn: AI & The Magic Customer-Getting Machine • Thompson Aug 2019
Forbes: Marketers Need to Measure Twice Cut Once • Diorio Apr 2018

Universal Marketing Dictionary

Brand development index  |  Category development index  |  Marketing ROI  |  Price premium  |  Pull marketing  |  Push marketing | Service innovation

VIDEOS

Strategically Leveraging AI 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. Moderated by MASB Executive Director Frank Findley.

Measuring Your Brand to Drive Demand 

Identifying the variability of when, where, and with who your brand drives purchasing decisions is critical. Edgar Baum, CEO of Avasta, provides a client case study demonstrating this insight in a B2B context that is just as relevant in B2C. He also gives insights on how to apply the ISO Brand Evaluation standard within your own organization.

Marketing and Firm Value

The reinvigoration of the accountability functions of marketing through the lens of firm value as a key driver of marketing is the subject of the recent paper, “Marketing and Firm Value,” published in Foundations and Trends in Marketing (Vol. 17, No. 2) and authored by Shuba Srinivasan and Dominique M. Hanssens.

Marketing Dictionary: Cannibalization

What is the definition of the business term cannibalization and how is cannibalization rate calculated? University of Georgia Associate Professor of Marketing Neil Bendle explains.
from the Common Language Marketing Dictionary (marketing-dictionary.org)

The Value of B2C Service Innovations

The value that both p-service and e-service innovations provide for a firm is outlined by marketing professors Venky Shankar of Mays Business School at Texas A&M University and Thomas Dotzel of the University of Nebraska Business School.

Marketing Dictionary: Price Premium

Neil Bendle of the University of Georgia’s Terry College of Business explains price premium and how to calculate this important market indicator.
from the Common Language Marketing Dictionary (marketing-dictionary.org)

Costs or Investments in a Marketing Budget

Dutch marketing consultant and MASB Advisor Michiel van de Watering discusses why some marketing expenditures are costs and some are investments.

Category and Brand Indexes

Professor Emeritus Paul Farris of the University of Virginia – Darden School of Business compares the category development index (CDI) to the brand development index (BDI).

Marketing Push and Pull

Professor Emeritus Paul Farris of the University of Virginia – Darden School of Business on the channel management concepts of marketing “push” and “pull” and how these terms are used differently in supply chain management.

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.

Budgeting – Incremental vs Zero-Based

Dutch marketing consultant Michiel van de Watering reveals the difference between incremental budgeting and zero-based budgeting. The advantages and disadvantages of each practice are also reviewed.

Market Penetration Metrics

Professor Emeritus Paul Farris of the University of Virginia Darden School of Business covers brand penetration and category penetration metrics.

Measures of Distribution

Professor Emeritus Paul Farris of the University of Virginia Darden School of Business breaks down distribution metrics used in marketing measurement.

CBCV in Non-Subscription Setting Parts 1 & 2

Emory University Goizueta Business School Assistant Professor of Marketing Dan McCarthy runs down Customer-Based Corporate Valuation for companies that do not use a subscription-based sales model.

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).

Retention Rates (and complications)

Emory University Goizueta Business School Assistant Professor of Marketing Dan McCarthy explains the calculating of customer retention rates and what to watch for when modelling them.

Dollar Market Share

Neil Bendle, Associate Professor of Marketing at the University of Georgia, defines this important term.

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