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The Marketing Accountability Imperative: Driving Superior Returns on Marketing Investments

4.2/5 ( ratings)

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.

Language: English

Pages: 450

Format: Hardcover

Publisher: Jossey-Bass

Release: March 01, 2009

ISBN: 078799832X

ISBN 13: 9780787998325

The Marketing Accountability Imperative: Driving Superior Returns on Marketing Investments

4.2/5 ( ratings)

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.

Language: English

Pages: 450

Format: Hardcover

Publisher: Jossey-Bass

Release: March 01, 2009

ISBN: 078799832X

ISBN 13: 9780787998325

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