Marketing & Finance Are Aligned:
Moving Forward to Change the Game
February 17-18, 2011
Thursday, February 17, 9:00AM-5:30PM
Welcome, Introduction & Charge | Stewart, UCR
The First 3 Years: Start-Up | Hanssens, UCLA
The Next 3 Years: Changing the Game | Reibstein, Wharton
Key Note Addresses:
The Need for Brand Valuation Standards | Liodice, ANA
ISO 10668 Brand Valuation | Scholz, ISO
Summary & Call to Action | Blair, MAF/MASB
Game Changer:
Brand Investment Model & Displine | Batra, U of Michigan; Stewart, UCR
Game Changer:
FASB/MASB Partnership for Aligning GAAP/MMAP | Winer, Stern; Allen, Darden
FASB Research Initiative | Bloomfield, FASRI
Another “Big Cost/Activity” for MASB Consideration | Allen, Darden
Friday, February 18, 9:00AM-Noon
Other Projects Underway (Overview, Status, Discussion):
Common Language Wiki | Farris, Darden
MASB Metrics Catalogue (MMAP) | Kuse, The MMAP Center
Measuring Return for CPG w/CLV | Abens, Foresight ROI
Measuring Return from Interactive | Stacey, Stern
Feedback, Housekeeping, Announcements & Adjourn