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Featured Content

At the 2011 Summer Summit, MASB Directors, members and guests reviewed A rationale and proposed set of principles for brand valuation, and decided it was sufficiently advanced and self-contained to be sent to a wider audience for review.

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The 2012 Winter Board Meeting & Summit will be held in St Pete, Florida, February 16-17, 2012.

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The Marketing Metric Audit Protocol (MMAP) is a formal process for connecting marketing activities to the financial performance of the firm.

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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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The characteristics, practices and processes underlying the development and management of an “ideal metric.”

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