Webcast: Everything Known about Measuring Marketing Effectiveness in One Hour?

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MarketingNPV and the American Marketing Association announce the 12th installment in their Meeting of the Minds webcast series featuring some of today’s leading business school professors and thought leaders on measuring marketing and improving the return on marketing investments. Professor Dominique (Mike) Hanssens, Bud Knapp Professor of Marketing, UCLA Anderson School of Management will present "Everything We Know About Measuring Marketing Effectiveness in One Hour?" January 7, 2011.

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Presented as a question, the webcast will look back at over 50 years of studies examining all aspects of marketing’s impact on overall company performance.

MarketingNPV and the American Marketing Association announce the 12th installment in their Meeting of the Minds webcast series featuring some of today’s leading business school professors and thought leaders on measuring marketing and improving the return on marketing investments. Professor Dominique (Mike) Hanssens, Bud Knapp Professor of Marketing, UCLA Anderson School of Management will present "Everything We Know About Measuring Marketing Effectiveness in One Hour?" January 7, 2011.

Presented as a question, the webcast will look back at over 50 years of studies examining all aspects of marketing’s impact on overall company performance. Mike Hanssens has already distilled this down into a single paperback book – "Empirical Generalizations about Marketing Impact" – published by the Marketing Science Institute in 2009. In this webcast he will provide a summary of all evidence of how marketing drives company performance – all in one hour.

The Meeting of the Minds webcast series, features marketing measurement thought leaders and faculty from top business schools throughout the world sharing their experience from the boardroom and the classroom about how marketers can better demonstrate the value marketing creates for shareholders.

This webcast will take place on January 7, 2011. Join the thousands of marketers around the world participating in these online events. For more information and to register for this and other webcasts in the Meeting of the Minds series, please visit: http://marketingnpv.com/content/meeting-minds-webcast-series-measuring-improving-return-marketing-investments.

MarketingNPV is a highly specialized advisory firm that links marketing expenditures to financial value creation, providing continuous improvement in the effective and efficient allocation of marketing resources. The firm uses processes and tools tuned to measure the payback on marketing investments, track the right marketing metrics, and forecast the economic impact of changes in marketing strategy or tactics. MarketingNPV maintains the world's largest online archive of articles and resources focusing on measuring marketing, and publishes MarketingNPV Journal quarterly.

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