2019 INSEAD Marketing Strategy Meets Wall Street Conference

2019 INSEAD Marketing Strategy Meets Wall Street Conference

Date/Time
Date(s) - 16/06/2019 - 18/06/2019
6:30 pm - 10:30 pm

Location
INSEAD - Europe Campus

Categories


INSEAD is proud to host the next instalment of the Marketing Strategy Meets Wall Street Conference from June 16th (Sunday) to June 18th (Tuesday), 2019 in the Fontainebleau Campus.The link below has the details for the Conference: https://www.insead.edu/faculty-research/academic-areas/marketing/marketing-strategy-meets-wall-street-conference

The “Marketing Strategy Meets Wall Street” is a very successful, international conference series. The inaugural conference (held at Emory University (2009)) and subsequent biennial meetings (Boston University (2011), Goethe University Frankfurt (2013), Singapore Management University (2015)), and AMA Pre- Conference at San Francisco (2017) have attracted approximately 120 researchers each.

The “Marketing Strategy Meets Wall Street” conference series brings together researchers interested in exploring the marketing-finance interface. Marketing investments represent an important component of corporate expenditures and off balance sheet, intangible market-based assets comprise an increasing share of a company’s market value. In recent years, there has been a renewed emphasis in demonstrating that marketing investments can translate into profitable growth. The challenges in marketing measurement today are not limited to improving marketing mix models, to assessing returns to marketing, or to examining the right metrics, but creating the right combination of analytics, research, and business case-based findings to guide both effective strategy and implementation. At the same time, the rise of new channels, such as the Internet and mobile communication, and the increasing importance of word-of-mouth and sponsorship, make marketing resource allocation decisions much more complex. CMO’s and marketing executives are increasingly under incredible pressure to make every dollar count. Now more than ever, it is imperative to demonstrate the ROI of marketing activity. Effective marketing calls for justification of marketing investment decisions ex ante, and evaluation of investment outcomes ex post.  This conference aims to bring together scholars and practitioners in marketing, accounting and finance to address these key issues. Moreover, this conference will have sessions on the application of Artificial Intelligence (AI) in the marketing-finance interface.

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