Role of Marketing/Market Orientation
Evidence That Marketing Power Predicts Firm PerformanceJun 01, 2016
A multi-industry sample of U.S. firms offers strong evidence that marketing department power predicts short-term profitability and, beyond this effect, directly predicts longer-term shareholder value (from Journal of Marketing).
Accountable Marketing: Linking Marketing Actions to Financial PerformanceMay 27, 2016 Webinar featuring David Stewart, Loyola Marymount University
David Stewart will discuss critical findings collected in Accountable Marketing: Linking Marketing Actions to Financial Performance. Published by the Marketing Accountability Standards Board, this volume collects the work of leading marketing, finance and accounting professionals and academics on marketing accountability and financial reporting. It represents the first-ever reference point for practicing professionals, faculty and students interested in marketing accountability, the development of standards for marketing reporting, and developing stronger linkages between marketing activities and outcomes, and the financial performance of the firm. Specifically, David’s webinar discussion will include the measurement of brand investment, the short- and long-term effects of marketing actions, and an approach to linking marketing activities to financial performance.
How Board-level Marketing Experience Improves Firm ValueJan 08, 2016
Marketers can help convert knowledge about consumers, competitors, and the market into successful strategies.
“I find out what the world needs, then I proceed to invent it”Nov 09, 2015 Sean Burke, Chief Marketing Officer – GE Healthcare, General Electric Company
So said Thomas Edison, the founder of General Electric, and a true disruptor in his time. In its labs and factories and on the ground with customers, GE is inventing the next industrial era to move, power, build and cure the world. GE veteran Sean Burke will discuss how GE Marketing contributes to “finding out what the world needs” and helping GE customers achieve their priority outcomes.
Does Customer-centric Alignment Improve Firm Performance?Oct 15, 2015
Achieving greater customer satisfaction can add coordinating costs.
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