The value that both p-service and e-service innovations provide for a firm is outlined by marketing professors Venkatesh Shankar of Mays Business School at Texas A&M University and Thomas Dotzel of the University of Nebraska College of Business. Please give it a “thumbs-up” if you like and subscribe to the MASB Channel! The MASB …
Will Thompson, Chief Strategy Officer at Forbes Ignite, compares the “Rube Goldberg” theory of marketing with the “human” theory. “Nothing has – nor I believe ever will – automate away the necessity for human creativity.” Please give it a “thumbs-up” if you like and subscribe to the MASB Channel! The MASB Channel and the …
Dr. Margaret (Meg) Henderson Blair was a pioneer and innovator who made many contributions to the realm of marketing measurement and accountability, including co-founding MASB, the Marketing Accountability Standards Board, and serving as its first President/CEO. Nominations are open through July 31, 2021, for the third annual Margaret H. Blair Award for Marketing Accountability, …
When is a brand “local” versus “regional”? When is it a “region brand?” MASB Director of Communication Erich Decker-Hoppen draws on the Common Language Marketing Dictionary for the answers. Please give it a “thumbs-up” if you like and subscribe to the MASB Channel! The MASB Channel and the FINANCE in MARKETING Library are activities …
Will Thompson thinks that when it comes to artificial intelligence, “the problem isn’t just the inadequacy of the tools for the macro challenges of marketing, it’s also marketers’ mindsets and those of their stakeholders.” Thompson has become a global tour de force on the subject of AI’s challenges and opportunities for marketing, and he …
Congratulations to Dartmouth College’s Kevin Lane Keller, whose video What Is a Brand? for the FINANCE in MARKETING Library was the first to reach 1,000 views! Keller explains the difference between a “brand” and a “Brand.” Please give it a “thumbs-up” if you like and subscribe to the MASB Channel! The MASB Channel and …
Sports sponsorship marketing will be a new frontier once the pandemic has allowed venues to reopen, and the unfamiliar terrain will be discussed at the second session of MASB Winter Summit 2021, a remote event happening April 8, 1-4 PM ET. Request an invitation from events@themasb.org. MASB President/CEO Tony Pace will interview Ricardo Fort, …
Are sports marketers ready for new NCAA rules allowing college student athletes to benefit from their name, image and likeness starting with the 2021-22 academic year? Is there a female student athlete advantage? How about one for “first movers?” Former student athlete Blake Lawrence of Opendorse and Ray Katz of Collegiate Sports Management Group and Columbia University …
How did this year’s Super Bowl advertising compare to years past – and which sports marketer “won” this year? What are the advantages and disadvantages of advertisers previewing their Super Bowl ads on social media? MASB President/CEO Tony Pace asks Ray Katz of Collegiate Sports Management Group, Norris Scott of FuturesSport and Dan Donnelly of …
MASB Winter Summit 2021 Session 1 on Feb. 25 brought together authorities in three areas crucial to marketing accountability: financial valuation of brands, sponsorship marketing post pandemic, and digital marketing accountability. If you weren’t able to attend, check out these videos – and mark your calendar for Session 2, April 8, 1-4 PM ET. …