The Marketing Accountability Imperative: Driving Superior Returns on Marketing Investments (Google eBook)

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John Wiley and Sons, Feb 17, 2009 - Business & Economics - 272 pages
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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.
  

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Contents

Recalibrating Basic Beliefs About Marketing Spending
33
The Core Principles of Marketing Accountability
73
Driving Material Performance Improvements
103
Marketing Vehicles and Investment Levels
164
InMarket Execution and Fixed Cost Management
214
Putting Core Principles of Marketing
259
Identifying Your Marketing
298
Employing a TestandLearn Approach
335
Sustaining and Accelerating Marketing
383
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About the author (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.

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