Meeting of the Minds Webcast: Everything We Know About Measuring Marketing Effectiveness in One Hour

Presented by American Marketing Association

Over the past 50 years, leading academics have studied all aspects of marketing’s impact on overall company performance. Mike Hanssens has tried to distill this down into a single paperback book – Empirical Generalizations about Marketing Impact - and in this event will provide us with a one-hour overview of how marketing drives an organization's performance. The webinar will cover:

• What do we really know about marketing’s impact of financial performance?
• What are the implications for improving marketing measurement