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April 2009 | ||||
Will Marketing Step Forward and Create the New Path?Princeton University’s Dirk Zorn & Harvard’s Frank Dobbin (2003) along with UC Berkeley’s Neil Fligstein (2004) argue: In the last quarter of the twentieth century, financial markets came to play an increasingly important role in shaping the structure and strategy of the corporation. Chief financial officers took on the task of growth, helping rapidly expanding companies with aggressive financing and by acquiring rivals. The methods and practices of financial engineering (made) corporations more profitable. Fligstein further observes that while the methods and practices of financial engineering have reached an endpoint in their ability to make corporations more profitable, these strategies have moved in cycles of approximately 20-25 years. At the end, there is often a recession or depression accompanied by a long bearish stock market. Then the cycle begins anew. The old tactics fail and this opens up the possibility for a new group of managers to step forward and produce a new path. NewsFebruary 09: The Marketing Accountability Foundation (MASB) receives favorable IRS determination of its 501 (C) 3 status (incorporated exclusively for charitable, educational, scientific, & literary purposes). March 09: New website launches and includes MASB Project descriptions and contact information. Upcoming EventsMASB Summer Board Meeting & Summit in Chicago, August 6 & 7: “Measurement & the Accountable CMO: Current Needs, Current State, How We Got Here, Future State & Role of MASB”. Charter Board Member Rick Abens (ConAgra Foods) will present the status of the Measuring & Improving Long-Term Impact Project, “Roadmap to CLV for CPG” at AMA’s 20th Annual Advanced Research Techniques Forum, June 15, 2009 at the Westin Whistler Resort, Whistler BC. |
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