Do you know the impact of your marketing initiatives on the bottom line?
Marketing managers increasingly need to demonstrate the ROI of their marketing programs and invest more strategically. A McKinsey survey found that CEOs expect marketing leaders to cut costs and increase contributions to growth. At the same time, the rise of new channels, such as the Internet and wireless, and the increasing importance of word of mouth and sponsorship, make marketing resource allocation decisions much more complex. You need practical tools to measure the effectiveness of your advertising expenditures and get more "bang" for your buck.
Join the Wharton Club of Northern California for a Business Roundtable Luncheon on Wednesday, November 8th when we will present Wharton Professor David Reibstein, a leading marketing researcher who has received national recognition in BusinessWeek and Fortune for his teaching. Prof. Reibstein will offer an overview of how to measure the value of marketing initiatives. He will examine how traditional measures--such as awareness, preference, loyalty, customer satisfaction, distribution levels, and market share--can be linked to financial outcomes.
Register online
Date: Wednesday, Novemer 8th, 2006
Time: 11:45 - 1:00pm
Location: Goldman Sachs, 555 California (the B of A building), 45th Floor Conference Room, San Francisco, CA 94104
Price: $15 per person for current Alumni Club members and one accompanied guest. WCNC members and their accompanied guest only for this event. The registration fee includes a box lunch.
Registration deadline: Monday, November 6th, 5:00pm. Please note that we expect this small-attendance event to sell out -- register now to reserve your seat. The WCNC's standard cancellation policy applies for this event.
Professor David Reibstein
David J. Reibstein is the William S. Woodside Professor and Professor of Marketing at The Wharton School, University of Pennsylvania. At Wharton, he teaches Marketing Management and Marketing Research in the MBA Program. He developed and coordinated Wharton's Executive Seminars on New Product Development, Competitive Marketing Strategies, Advanced Industrial Marketing Strategy and Marketing Research. He was featured in Fortune magazine as one of the nation's eight "Favorite Business School Professors" and was named by Business Week as one of the "pick of the B-school crop" of professors. He has received the Wharton School's Excellence in Teaching Award every year he has taught since it was initiated in 1982.
Professor Reibstein received his Ph.D. in Industrial Administration at Purdue University, he was in the MBA program at Tulane University, and obtained his BA in Statistics and Political Science and BS in Business Administration at the University of Kansas. He received an honorary Masters from the University of Pennsylvania.
Professor Reibstein co-edited Wharton on Dynamic Competitive Strategy, and is co-author of both Marketing: Concepts, Strategies and Decisions, and Strategy Analysis with Value War and Cases in Marketing Research. He has authored numerous articles appearing in major marketing journals, including the Journal of Marketing Research, Marketing Science, Harvard Business Review, Journal of Advertising Research, Journal of Marketing, and Journal of Consumer Research. His primary research interests are in internet marketing, competitive marketing strategy, market segmentation, marketing models and understanding brand choice behavior. He is also the co-author of Marketing Metrics: 50+ Metrics Every Executive Should Master .
