The Marketing Accountability Imperative: Driving Superior Returns on Marketing Investments (Google eBook)
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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Recalibrating Basic Beliefs About Marketing Spending
The Core Principles of Marketing Accountability
Driving Material Performance Improvements
Marketing Vehicles and Investment Levels
InMarket Execution and Fixed Cost Management
Putting Core Principles of Marketing
Identifying Your Marketing
Employing a TestandLearn Approach
Sustaining and Accelerating Marketing
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