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Dunn, Michael

The Marketing Accountability Imperative: Driving Superior Returns on Marketing Investments

Dunn, Michael - The Marketing Accountability Imperative: Driving Superior Returns on Marketing Investments, ebook

39,70€

Ebook, PDF with Adobe DRM
ISBN: 9780470443798
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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.

Keywords: strategic marketing, marketing management, management, business accountability, marketing metrics, CMOs, marketing budget, branding, marketing accountability, market spending, prophet

Author(s)
 
Publisher
John Wiley and Sons, Inc.
Publication year
2009
Language
en
Edition
1
Page amount
272 pages
Category
Economy
Format
Ebook
eISBN (PDF)
9780470443798

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