Precepts of Conduct
MASB Directors operate according to the following precepts of conduct:
- Be open and objective in decision making
- Weigh carefully the needs and views of constituency
- Promulgate standards when:
- Logical flow of the argument is tight
- Empirical support material is convincing
- Conclusions are managerially meaningful
- Scientific evidence pros and cons are acknowledged
- Benefits exceed costs
- Ensure transparency of the standards setting activity through open due process
- Bring about needed change while minimizing disruption
- Review effects of past decisions (interpret, amend, replace)
For Feedback
The Marketing Metric Audit Protocol (MMAP) is a formal process for connecting marketing activities to the financial performance of the firm.
An example of how to evaluate marketing metrics according to MMAP, the learning from using an “ideal” metric over time, and how to improve return by applying to better marketing practice (process management).
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