The Marketing Accountability Imperative: Driving Superior Returns on Marketing Investments - Couverture rigide

Dunn, Michael

 
9780787998325: The Marketing Accountability Imperative: Driving Superior Returns on Marketing Investments
Couverture rigide
ISBN 10 : 078799832X ISBN 13 : 9780787998325
Editeur : Jossey-Bass Inc.,U.S., 2009

Synopsis

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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À propos de l?auteur

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.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Jossey-Bass Inc.,U.S.
Date d'édition
2009
Langue
anglais
ISBN 10 
078799832X
ISBN 13 
9780787998325
Reliure
Relié
Nombre de pages
464
Coordonnées du fabricant
non disponible
Personne responsable
non disponible