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The Marketing Accountability Standards Board
The Marketing Accountability Standards Board has named Venkatesh 'Venky' Shankar as the new Chair of its Advisory Council.
The New York-based MASB promotes standards and best practices in the measurement of brand and marketing. The organization offers marketing metric certification, and represents the US in developing ISO global brand evaluation standards.
Shankar (pictured) is currently the Ford Chair Professor in Marketing and eCommerce, and Director of the Research Center for Retailing Studies at Mays Business School, Texas A&M University. His marketing science paper (July 2008): 'A Multicategory Brand Equity Model and Its Application at Allstate', co-authored with Pablo Azar and Matthew Fuller of Allstate Corporation, demonstrates the connection between brand attributes and shareholder value.
At MASB, Shankar will oversee the work of the MASB project teams, helping chart the organization's course, and bring forward emerging issues in marketing measurement and accountability. He replaces Neil Bendle, who has recently joined the MASB Board, and comments: 'Professor Shankar is a world-renowned marketing and innovation scholar. His awards and commendations are numerous and his contributions to both academic research and marketing practice extensive. I am truly excited to see Venky's positive impact on the next chapter of MASB'.
Web site: www.themasb.org .
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