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Monday, May 21, 2012

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Archive for the ‘Ettenson, Richard’ Category

Marketing versus Finance: Reconcilable Differences

Tuesday, April 21st, 2009

Thunderbird Marketing Professor Richard Ettenson Marketers and finance professionals have a “famously fractious relationship” that sometimes resembles a sibling rivalry, Thunderbird Professor Richard Ettenson, Ph.D., told representatives of both sides April 21 at the Advertising Financial Management Conference hosted by the Association of National Advertisers in Phoenix. The tension that results may seem irreconcilable, but Ettenson said marketers can get the chief financial officer on their side when they learn to articulate a business case for their activities. Learn more in the June 2007 issue of Harvard Business Review. Audio: Tea and Toyotas: Real Payoffs of Marketing (8:31)