Columbia Business School’s Center on Global Brand Leadership is the leading forum worldwide for executives and researchers addressing the challenges of building and sustaining great brands. The Center provides today’s leaders with innovative branding solutions and a global perspective through a network of partner centers at leading schools in China, Germany, Korea, Spain, and Singapore.
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The Center released its first annual BRITE-NYAMA Marketing Measurement in Transition Study at the BRITE '12 conference on March 5, 2012. The study surveyed senior marketing executives from large corporations in order to gain a better understanding of the changing practices in the following areas: data collection and usage, marketing measurement and ROI, and the integration of digital and traditional marketing. The results focused on three main findings:
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