marketing accountabiltiy - Marketing Accountability Standards Board

Accounting for Brands

In Part 4 of our Financial Value of Brands series, Kevin Lane Keller, Professor of Marketing at The Tuck School of Business at Dartmouth College, explains how The Moribund Effect makes it difficult to evaluate acquired brands. In June 2021, …

03/17/2023 03/17/2023

Marketing Metrics: 10 Ideal Characteristics

While marketing has developed numerous performance measures, many marketing metrics are NOT explicitly linked to financial performance in predictable ways. Cash flow both short-term and over time is the ultimate marketing metric to which all activities of a business enterprise, …

02/07/2023 02/07/2023