ENGLISH

The Marketing Accountability Imperative: Driving Superior Returns on Marketing Investments

By Michael Dunn

Book information

Year
2009
ISBN
078799832X, 9780787998325, 9780470443798, 0470443812, 9780470443811
LCC
HF5415.13 .D848 2009
Open Library ID
OL11097971M
Language
english
Format
PDF
Filesize
2 MB (2214609 bytes)
Edition
1
Pages
464\467
Topic
Economy
Time added
2011-06-04 13:46:07

Description

Making accountable marketing decisions to improve the efficiency of spendingIn 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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