Marketing science has empirically demonstrated the impact of marketing on business success. By promoting common standards and language, MASB is advancing the dialogue with finance about the value of marketing as an investment. MSI is pleased to be a charter sponsor of this effort. This must-read book provides a roadmap for the future of marketing accountability. -Katherine N. Lemon, Boston College, USA
After a number of years of hard work, the Marketing Accountability Standards Board has delivered on its promise: to get marketing and CMOs the kinds of measurement tools and empirical evidence that will get them seats at the table at the highest levels of organizations. Dave Stewart and Craig Gugel have curated a book that will be essential reading for all marketing managers and academics as well. -Russ Winer, Stern School of Business, New York University, USA
There is one group exclusively devoted to marketing measurement...predictive of financial return...and all marketers who are serious about meeting the accountability mandate should read this book and get involved. -Bob Liodice, President & CEO, National Association of Advertisers, USA
It is the most complex time in the history of advertising, yet the C-suite questions are simple: (1) "Do my marketing $ drive growth and sales?" and (2) "Where do I spend my next marketing $?" MASB's work, focused on the accurate and comparable measurement of marketing efforts, is advancing the industry to respond to these C-suite needs and to drive much needed growth. -Gayle Fuguitt, President & CEO, The Advertising Research Foundation, USA
This book not only lays the groundwork for new working relations between finance and marketing, it also documents the process of initiating fundamental change in the business community through collaboration across industry lines. Through MASB's efforts, we will soon have the measurement standards necessary for continuous improvement in financial performance. -Rajeev Batra, Ross School of Business, University of Michigan, USA
Marketing science has empirically demonstrated the impact of marketing on business success. By promoting common standards and language, MASB is advancing the dialogue with finance about the value of marketing as an investment. MSI is pleased to be a charter sponsor of this effort. This must-read book provides a roadmap for the future of marketing accountability. -Katherine N. Lemon, Boston College, USA
After a number of years of hard work, the Marketing Accountability Standards Board has delivered on its promise: to get marketing and CMOs the kinds of measurement tools and empirical evidence that will get them seats at the table at the highest levels of organizations. Dave Stewart and Craig Gugel have curated a book that will be essential reading for all marketing managers and academics as well. -Russ Winer, Stern School of Business, New York University, USA
There is one group exclusively devoted to marketing measurement...predictive of financial return...and all marketers who are serious about meeting the accountability mandate should read this book and get involved. -Bob Liodice, President & CEO, National Association of Advertisers, USA
It is the most complex time in the history of advertising, yet the C-suite questions are simple: (1) "Do my marketing $ drive growth and sales?" and (2) "Where do I spend my next marketing $?" MASB's work, focused on the accurate and comparable measurement of marketing efforts, is advancing the industry to respond to these C-suite needs and to drive much needed growth. -Gayle Fuguitt, President & CEO, The Advertising Research Foundation, USA
This book not only lays the groundwork for new working relations between finance and marketing, it also documents the process of initiating fundamental change in the business community through collaboration across industry lines. Through MASB's efforts, we will soon have the measurement standards necessary for continuous improvement in financial performance. -Rajeev Batra, Ross School of Business, University of Michigan, USA
