Marketing Accountability Imperative: A Roadmap to Effective and Efficient Marketing Spending

Marketing Accountability Imperative: A Roadmap to Effective and Efficient Marketing Spending

by Michael Dunn
     
 

View All Available Formats & Editions

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

…  See more details below

Overview

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.

Editorial Reviews

From the Publisher
"In The Marketing Accountability Imperative…consultants Michael Dunn and Chris Halsall explains how to gain better returns on your marketing expenditures." —Globe and Mail, April 10, 2009

Product Details

ISBN-13:
9780787998325
Publisher:
Wiley
Publication date:
03/09/2009
Pages:
464
Product dimensions:
6.30(w) x 9.10(h) x 1.60(d)

Meet the Author

Michael Dunn is CEO and chairman of Prophet and is responsible for overseeing the firm's strategy, client relationships, and people. He is the co-author (with Scott Davis) of Building the Brand-Driven Business from Jossey-Bass.

Chris Halsall, former Prophet and McKinsey consultant, works and lives in New York City.

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >