The Marketing Value Chain Revealed at MASB Winter Summit

MASB Fellow Stephen Diorio of the Forbes Marketing Accountability Initiative will lead a session on The Marketing Value Chain at MASB Winter Summit 2019 in San Diego this month.

With 2019 dubbed ‘The Year of Brand Valuation’, recognizing Marketing’s role in creating enterprise value is critical.  To aid in this, Diorio has created a general framework drawn from the latest research and his 30 years of experience helping brands achieve improved marketing return on investment and go-to-market innovation.

“Stephen has taken a critical yet complex, highly fragmented topic – measuring the impact of marketing – and turned it into a natural, clear, logical discussion,” observed Chris Hummel, CMO at United Rentals. “Not only does this allow executives and boards to have more productive conversations, Stephen’s work represents a significant, tangible contribution to the whole discipline of Marketing.”

After explaining the Marketing Value Chain, Diorio will bring the subject to life by hosting a panel of experienced marketers and facilitating an interactive discussion.

The 2019 MASB Winter Board Meeting and Summit will be held at the Hilton San Diego Bayfront, 1 Park Boulevard, San Diego; Tuesday, February 26, 7:30 am – 6:00 pm with dinner afterward, and Wednesday, February 27, 7:30 am – Noon. This event is being held in conjunction with the ANA Brand Masters Conference, which commences on Wednesday.

For more information or to request an invitation, contact events@themasb.org.