The Marketing Accountability Imperative by Michael Dunn

The Marketing Accountability Imperative by Michael Dunn

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.

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

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.

SKU	Unavailable
ISBN 13	9780787998325
ISBN 10	078799832X
Title	The Marketing Accountability Imperative
Author	Michael Dunn
Condition	Unavailable
Binding Type	Hardback
Publisher	John Wiley & Sons Inc
Year published	2009-03-01
Number of pages	464
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
Note	Unavailable