Description - The Marketing Accountability Imperative 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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