The Marketing Accountability Imperative

ISBN: 9780787998325

出版社: John Wiley & Sons Inc

出版年: 2009-3

页数: 464

定价: 289.00元

装帧: HRD

内容简介

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.