Marketing Accountability: An Interview with Neil Bendle, Chair of the Marketing Accountability Standards Board

from Customer First Thinking · host Stephen Shaw

Finance and marketing have always been implacable foes, unable to agree on the performance metrics that matter. Before they can ever see eye to eye, suggest MASB's Neil Bendle, they need to develop a standardized measurement model that validates the contribution of marketing to the financial health of the business.

Episode metadata supplied by the publisher feed · Published Jun 20, 2022

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Marketing Accountability: An Interview with Neil Bendle, Chair of the Marketing Accountability Standards Board

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