Articles & Presentations
Please click below to review or download MASB articles and presentations:
about MASB – Yr II Review January 2010
CLV Roadmap for CPG – Abens October 2009
about MASB – Year I Review January 2009
Lessons from The Quality Movement – Stewart September 2008
What The ARF Is Hearing From Its Members – Rubinson August 2008
ANA Member Perspective – Bacci Mirque August 2008
DMA Perspective – Johnson August 2008
Bottom Line – Stewart, April 2008
Navigating Barriers, Opportunity and Change - Blair March 2007
Summary of The Boardroom Project Winter Summit – February 2007
The MASB Vision – Blair, August 2007
We Will Work Together – Sirkin, April 2007
Putting Financial Discipline In Marketing – Stewart CFR October 2006
The Language of Bottom Line Business – Riskey et al IIR February 2006
The Boardroom Project Brochure – February 2006
Measurement-Based Accountability Standards – Stewart ARF April 2005
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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