The Marketing Accountability Imperative
Driving Superior Returns on Marketing Investments
Making accountable marketing decisions to improve the efficiency ofspendingIn this practical guide, Prophet CEO Michael Dunn teams up withmarketing effectiveness expert Chris Halsall to help marketingmanagers and CMOs make better marketing spending decisions andbetter evaluate the success or failure of these decisions. Theyshow how to sort through the clutter of metrics, measurement, andanalytic options, and provide the practical information needed tohelp establish the marketing accountabilityimperative--highlighting the critical need for more effectivestewardship of marketing spending.
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Produktdetails
Weitere Autoren: Halsall, Chris
- ISBN: 978-0-470-44379-8
- EAN: 9780470443798
- Produktnummer: 13959709
- Verlag: John Wiley & Sons
- Sprache: Englisch
- Erscheinungsjahr: 2009
- Seitenangabe: 464 S.
- Plattform: PDF
- Masse: 2'767 KB
- Auflage: 1. Auflage
Über den Autor
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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