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.
Wiley; February 2009
- ISBN: 9780470443798
- Edition: 1
- Read online, or download in secure PDF or secure ePub format
- Title: The Marketing Accountability Imperative
- Author: Michael Dunn; Chris Halsall (other)
About The Author
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.