MASB Channel Weekly Feature: Marketing Push and Pull

In this week’s feature, Professor Emeritus Paul Farris of the Darden School of Business at the University of Virginia explains the channel management concepts of marketing “push” and “pull” and how these terms are used differently in supply chain management.


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Farris Recognized as Trailblazer for Developing Marketing Dictionary

Dr. Paul Farris, Landmark Communications Professor of Business Administration–Emeritus at the University of Virginia, Darden School of Business, has been presented the Joseph Plummer MASB Trailblazer Award by the Marketing Accountability Standards Board during its recent online summer summit. The award recognizes individuals who embody the spirit of marketing accountability and have been instrumental …

Sponsorship Accountability Pt 9: Name, Image, Likeness AND Influence

What Brand Owners Need to Know About Sponsoring Student-Athletes In Part 9, we review the emerging opportunity brought about by student-athlete “rights to publicity” decisions. Part 1 provides an overview of the current state of sponsorship use and management. Part 2 explores the long-term nature of sponsorship relationships and the resulting importance of fit …

Marketing’s Vital Role: The Video

MASB Executive Director Frank Findley‘s well-reasoned article, Marketing’s Vital Role in Tackling the Covid-19 Pandemic, has been produced as a short video on the MASB Channel. It outlines five essential areas of action marketers can take to support consumers during this anxious time and foster an economic recovery afterwards.

Nominations Open for Blair Marketing Accountability Award

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 Aug. 10, 2020, for the second annual Margaret H. Blair Award for Marketing Accountability, …

MASB Summer Summit Going Remote

Due to the challenges of traveling and gathering that look to continue through next season, MASB Summer Summit 2020 will be conducted remotely in a series of 2-1/2 to 3 hour Zoom events with this tentative schedule: August 6 12:30 – 3:30 ET September 17 12:30 – 3:30 ET October 8 12:30 – 3:30 …