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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.

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Book Details

ISBN: 9780787998325
ISBN-10: 078799832X
Format: Hardback
(229mm x 160mm x 39mm)
Pages: 464
Imprint: Jossey-Bass Inc.,U.S.
Publisher: John Wiley & Sons Inc
Publish Date: 27-Mar-2009
Country of Publication: United States


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Author Biography - Michael Dunn

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.

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