The Marketing Accountability Imperative: Driving Superior Returns on Marketing Investments

Halsall, Chris,Dunn, Michael

ISBN 10: 078799832X / ISBN 13: 9780787998325

Published by John Wiley & Sons, 2008

About this Item

Most items will be dispatched the same or the next working day. A copy that has been read but remains in clean condition. All of the pages are intact and the cover is intact and the spine may show signs of wear. The book may have minor markings which are not specifically mentioned. A tan to the pages.

Seller Inventory # rev5796137266

Bibliographic Details

• Title: The Marketing Accountability Imperative: Driving Superior Returns on Marketing Investments
• Publisher: John Wiley & Sons
• Publication Date: 2008
• Language: English
• ISBN 10: 078799832X
• ISBN 13: 9780787998325
• Binding: Hardcover
• Condition: Good
• Weight: 678 grams

About this title

Synopsis

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.

About the Author

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.