The American Marketing Association, in cooperation with MarketingNPV, is bringing a new webcast series to your desktop with an all-star cast on a topic of great importance to all marketers.
Meeting of the Minds will feature a world-class group of professors from leading business schools, assembled to share their thoughts and observations from experience in the boardrooms and the classrooms of the world about how marketers can better demonstrate the value marketing creates for shareholders. Included are professors:
Tim Ambler – London Business School, Author: Marketing and the Bottom Line
Paul Farris – University of Virginia Darden School of Business, Author: 50+ Metrics Every Marketer Should Master
Kevin Lane Keller – Dartmouth Tuck School of Business, Author: Strategic Brand Management
Don Lehmann – Columbia University Graduate School of Business, Author: Managing Customers As Investments
Gary Lilien – Penn State Smeal College of Business; Author: Marketing Engineering
Koen Pauwels – Ozeygin University, Istanbul, Turkey and Tuck School of Business, Dartmouth
Dave Reibstein – Wharton School, University of Pennsylvania, Author: Dynamic Competitive Strategy
John Roberts – Australian National University, London Business School
Don Schultz – Northwestern University, Author: Brand Babble
Raj Srivastava – Emory University, Singapore Management University
As a group, these prolific minds have authored many of the most read and respected marketing books and journal articles. All have been recognized as leading minds in linking marketing to shareholder value creation. Some have headed the Marketing Science Institute. Others have been editors at Journal of Marketing, Journal of Marketing Research, or other prestigious publications. Collectively, they have held Directorships with over 100 multinational companies and provided consulting advice and counsel to thousands of CEOs, CFOs, and CMOs across all industries in all corners of the world.
If you’ve ever had the pleasure of taking classes with any of these great minds, you’ll appreciate the opportunity to visit with them again. If you haven’t, you’ll get a terrific glimpse into what occupies the thoughts of some of the leading marketing thinkers of our era.
Did you know you can sponsor a Meeting of the Minds Webcast? Email sales@ama.org if you'd like more information.
About the Webcasts
| October 28, 2009 |
Don Schultz Northwestern University, Author: Brand Babble |
Approaches to Audience Measurement - Don Schultz of Northwestern University will offer up his insight into the mismatch between today’s audience measurement approaches and the way people are actually consuming media. Don will share some emerging research about media consumption trends and discuss some alternative ways of better aligning media investments with viewership/usage patterns.
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| November 12, 2009 |
Gary Lilien
Penn State Smeal College of Business; Author: Marketing Engineering |
Marketing Models – Is There a Better Mousetrap? - Despite the overwhelming evidence that the use of marketing decision models produces better performance for the organization, few marketing departments use them to anywhere near their fullest potential. In this (non-technical) webcast, Professor Lilien will provide an overview of research into the gap between what managers believe about the value of marketing models and their actual impact on business outcomes. He will also describe the steps necessary to change the organization’s mental framework about analytics and modeling and discuss the keys to more successful adoption.
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| December 15, 2009 |
Dave Reibstein
Wharton School, University of Pennsylvania, Author: Dynamic Competitive Strategy |
Effective Marketing for the Economic Recovery - Dave Reibstein of Wharton will share his learnings on effective marketing during the economic recovery. Should we be waiting until the recession is all the way over? Should we be returning back to the original spending levels—slowly, immediately, or even exceeding the previous levels? Should we be spending differently in the recovery stage? Dave will discuss how spending should rise or fall as economic conditions vary, and when marketers should look to reallocate spending between acquisition and retention based on the type as well as the length of the recession.
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| January 14, 2010 |
Paul Farris
University of Virginia Darden School of Business, Author: 50+ Metrics Every Marketer Should Master |
50+ Metrics Every Marketer Should Master (an Update) - Paul Farris of Darden School at UVA will offer an update on the new 2nd edition of 50+ Metrics Every Marketer Should Master – and discuss the additions and changes to the key metrics shaping marketing measurement. He’ll also share with us some new research into who is using which types of marketing metrics and how.
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| February 16, 2010 |
Kevin Lane Keller
Dartmouth Tuck School of Business, Author: Strategic Brand Management |
Achieving Brand Resonance: How to Create Intense, Active Loyalty Relationships with Your Customers - Brand resonance occurs when a customer thinks he or she is totally "in sync" with a brand. Brand resonance is characterized by strong attitudinal attachment, sense of community, and active engagement with the brand. Professor Keller will outline the dimensions of brand resonance and provide guidelines and examples as to how marketers can design marketing programs and activities to best achieve it.
Register |
| March 16, 2010 |
Don Lehmann
George E. Warren Professor of Business at the Columbia University Graduate School of Business; Author: Managing Customers As Investments |
The Pros and Cons of Customer Based Measurement - One of the main changes in marketing in the last 10 years has been the emergence of customer lifetime value (CLV) as a key performance metric. This session will discuss what it is and how to measure it. Implications for marketing strategy and the role of marketing vis a vis finance will be discussed. In addition, an attempt will be made to reconcile brand- driven and customer-driven strategy.
Register |
| April 15, 2010 |
John Roberts, Scientia Professor, The University of New South Wales and Professor of Marketing, The London Business School |
“What's good?” The Role of Benchmarks in Evaluating Performance - Making marketing accountable is essential in today’s measurement-based, value-oriented environment. Before we can account for whether marketing performance is superior, ordinary, or just plain bad, we have to have some benchmark against which to evaluate it. The metrics literature is surprisingly quiet on the question of “What’s good?” In this session we will go through the steps of establishing appropriate marketing benchmarks. Such standards enable the design of actionable and ambitious forward plans and enable the realistic and insightful backward evaluation of past performance.
Register |
Additional dates and topics in the series will be announced as they become available.