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

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Product Overview

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.

Specifications

Publisher Jossey-Bass Inc Pub
Mfg Part# 9780787998325
SKU 205070072
Format Hardcover
ISBN10 078799832X
Release Date 3/1/2009
Product Attributes
eBooks Kobo
Book Format Hardcover
Number of Pages 0450
Publisher Jossey-Bass
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