MASB Summer Summit 2015 An empirically proven model for brand valuation and guiding investment decisions has been completed by MASB’s Brand Investment Valuation Project. “It definitely has been a long haul,” commented Frank Findley, Vice President of R&D for MSW•ARS Research, as …
MASB Summer Summit 2015 Transparency in metrics, processes and governance is essential for any business trying to improve return on marketing investment (ROMI), according to the Cross-Functional Roles in Accountability panel at MASB’s Summer Summit in August. Pam Forbus, PepsiCo’s Senior …
MASB Summer Summit 2015 MASB member companies are reporting a positive shift in the working relationship between marketing and finance departments. “This is what MASB is really about,” said Rick Abens of Foresight ROI, who led a Marketing and Finance …
