The Marketing Accountability Imperative
A Roadmap to Effective and Efficient Marketing Spending
by Michael Dunn
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.
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1
The Marketing Accountability Imperative
2009, John Wiley & Sons, Ltd.
Electronic resource
in English
0470443790 9780470443798
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2
The marketing accountability imperative: driving superior returns on marketing investments
2009, Jossey-Bass
in English
078799832X 9780787998325
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3
The Marketing Accountability Imperative: A Roadmap to Effective and Efficient Marketing Spending
April 11, 2008, Jossey-Bass
Hardcover
in English
078799832X 9780787998325
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| August 20, 2020 | Edited by ImportBot | import existing book |
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