Academic research isn’t always immediately applicable. This is not a bad thing, part of the aim of academic research is to wander into new territory. It is not surprising if often this isn’t directly applicable today. It is interesting, however, when academics try and bring their perspectives to more practical problems. Vladas Griskevicius, Stephanie M….
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Marketing Accountability Standards Board (MASB)
Marketing has an accountability problem. This is widely accepted even by marketers. The Marketing Accountability Standards Board (MASB) is working on this. Trust Me, I’m A Marketer Marketers argue that their actions are vital to their organization’s success but often the proof offered ends up being: “trust me, we need to do this”. It isn’t hard to see why…
Bold And Full Of Hope
Business academics sometimes aren’t very bold. Too often we concentrate on achieving something doable rather than trying something that is a stretch. I always think that if no one thinks you’ll fail there isn’t much point in what you are doing. So I appreciate it when plans are bold and full of hope. Even if…
Who Owns The Numbers?
Numbers are vital to running any organization but who owns the numbers? Measurement And Judgment Pfeffer and Sutton’s (2000) book chapter starts a bit too negatively for my liking. The title sets the wrong tone. “When Measurement Obstructs Good Judgement”. To be fair their point isn’t that measurement is bad. They really mean that bad…
Good And Bad Profits
Fred Reichheld is best known for his (over) exuberant advocacy of the Net Promoter Score. Introducing Net Promoter he suggests a difference between good and bad profits; an interesting, though theoretically imprecise, idea. Are All Dollars In The Same? Short of outright fraud, isn’t one dollar of earnings as good as another? Certainly, accountants can’t…
Marketing State Of Mind
Marketers often brag about understanding external customers. They often do this while ignoring internal customers. To be a great marketer understanding the end consumer isn’t enough. Having a “marketing state of mind” means trying to solve the problems of your internal customers. Why is that? Internal Customers Of Marketers Imagine a simplified firm: the accountants…
Behavioral Econ For Kids: The Cartoon Book
The new (third) edition of Behavioral Economics for Kids. What Is the Aim of The Book? Firstly, this isn’t the sort of book you just give to your five year old and expect them to digest it. In other words, I aimed the book at parents, students, and scholars. As a result of being a…
Neil Bendle
I am Neil Bendle. I am an associate professor of marketing at the Terry College of Business, University of Georgia. In addition to this, I am a Director of the Marketing Accountability Standards Board (MASB). At MASB we promote making marketing more measurable, more scientific. You can see some videos here. Some even have me…