The Marketing Accountability Imperative

Driving Superior Returns on Marketing Investments

Business & Finance, Marketing & Sales
Cover of the book The Marketing Accountability Imperative by Michael Dunn, Wiley
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Author: Michael Dunn ISBN: 9780470443811
Publisher: Wiley Publication: February 17, 2009
Imprint: Jossey-Bass Language: English
Author: Michael Dunn
ISBN: 9780470443811
Publisher: Wiley
Publication: February 17, 2009
Imprint: Jossey-Bass
Language: English

Making accountable marketing decisions to improve the efficiency of spending
In this practical guide, Prophet CEO Michael Dunn teams up with marketing effectiveness expert Chris Halsall to help marketing managers and CMOs make better marketing spending decisions and better evaluate the success or failure of these decisions. They show how to sort through the clutter of metrics, measurement, and analytic options, and provide the practical information needed to help establish the marketing accountability imperative--highlighting the critical need for more effective stewardship of marketing spending.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Making accountable marketing decisions to improve the efficiency of spending
In this practical guide, Prophet CEO Michael Dunn teams up with marketing effectiveness expert Chris Halsall to help marketing managers and CMOs make better marketing spending decisions and better evaluate the success or failure of these decisions. They show how to sort through the clutter of metrics, measurement, and analytic options, and provide the practical information needed to help establish the marketing accountability imperative--highlighting the critical need for more effective stewardship of marketing spending.

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