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The Marketing Accountability Imperative

Download or Read eBook The Marketing Accountability Imperative PDF written by Michael Dunn and published by John Wiley and Sons. This book was released on 2009-02-17 with total page 520 pages. Available in PDF, EPUB and Kindle.
The Marketing Accountability Imperative
Author :
Publisher : John Wiley and Sons
Total Pages : 520
Release :
ISBN-10 : 9780470443811
ISBN-13 : 0470443812
Rating : 4/5 (11 Downloads)

Book Synopsis The Marketing Accountability Imperative by : Michael Dunn

Book excerpt: 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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