The Marketing Accountability Imperative: Driving Superior Returns on Marketing Investments

Front Cover
John Wiley and Sons, Feb 17, 2009 - Business & Economics - 272 pages
0 Reviews
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.

What people are saying - Write a review

We haven't found any reviews in the usual places.


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

Other editions - View all

Common terms and phrases

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.

Bibliographic information