The Marketing Accountability Imperative: Driving Superior Returns on Marketing Investments

by Michael Dunn, Chris Halsall (Contributor)

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.

464 pages, Hardcover

First published January 1, 2009

Reviews

[Guy Powell]

This book helped me write my Marketing Calculator book. It was very helpful.

[Graham]

Has some great high level concepts but it felt a bit like the evening news -- they take so long to get to the punchline. Also suffered from way too much data getting in the way of points, rather than strengthening them.