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.
- ISBN10 6612027983
- ISBN13 9786612027987
- Publish Date 23 February 2009 (first published 17 February 2009)
- Publish Status Active
- Out of Print 21 August 2012
- Publish Country US
- Imprint John Wiley & Sons
- Format eBook
- Pages 466
- Language English