The Marketing Accountability Imperative
Download or Read eBook The Marketing Accountability Imperative PDF written by Michael Dunn and published by John Wiley and Sons. This book was released on 2009-02-17 with total page 520 pages. Available in PDF, EPUB and Kindle.
| Author | : Michael Dunn |
| Publisher | : John Wiley and Sons |
| Total Pages | : 520 |
| Release | : 2009-02-17 |
| ISBN-10 | : 9780470443811 |
| ISBN-13 | : 0470443812 |
| Rating | : 4/5 (11 Downloads) |
Book Synopsis The Marketing Accountability Imperative by : Michael Dunn
Book excerpt: 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.
