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The Marketing Accountability Imperative

The Marketing Accountability Imperative PDF Author: Michael Dunn
Publisher: John Wiley and Sons
ISBN: 0470443812
Category : Business & Economics
Languages : en
Pages : 520

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Book Description
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.