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The Marketing Accountability Imperative Michael Dunn

The Marketing Accountability Imperative By Michael Dunn

The Marketing Accountability Imperative by Michael Dunn

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Summary

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.

The Marketing Accountability Imperative Summary

The Marketing Accountability Imperative: Driving Superior Returns on Marketing Investments 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.

The Marketing Accountability Imperative Reviews

In The Marketing Accountability Imperative ...consultants Michael Dunn and Chris Halsall explains how to gain better returns on your marketing expenditures. - Globe and Mail , April 10, 2009

About 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.

Table of Contents

Acknowledgments. Introduction. PART ONE: UNTYING THE GORDIAN KNOT OF MARKETING INVESTMENT EXCELLENCE. 1. The Marketing Accountability Imperative: Understanding the Marketing Accountability Gap and Beginning the Journey to Close It. 2. Recalibrating Basic Beliefs About Marketing Spending: When Marketing Can Create Accretive Value and When It Is the Wrong Tool for the Wrong Problem. 3. The Core Principles of Marketing Accountability: Describing the Critical Competencies and Value Levers That Enable Accountable Marketing Investment. PART TWO: DRIVING MATERIAL PERFORMANCE IMPROVEMENTS ACROSS THE SIX VALUE LEVERS OF MARKETING ACCOUNTABILITY. 4. Strategy and Content: Enabling Purposeful Strategic Decision Making and Creating Engaging, Compelling Content. 5. Marketing Vehicles and Investment Levels: Selecting Which Marketing Vehicles to Deploy and How Much Investment Gets Put Behind Each. 6. In-Market Execution and Fixed Cost Management: Ensuring High-Quality In-Market Execution and Consistently Strong Leverage from Your Fixed Cost Basis. PART THREE: PUTTING THE CORE PRINCIPLES OF MARKETING ACCOUNTABILITY TO WORK INSIDE YOUR ORGANIZATION. 7. Laying the Tactical Groundwork for Long-Term Marketing Improvement: Planning for Your Journey Through the Three Horizons of Marketing Accountability. 8. Horizon One: Identifying Your Marketing Accountability Improvement Opportunities: Designing a Fit-for-Purpose Marketing Accountability Diagnostic. 9. Horizon Two: Employing a Test-and-Learn Approach to Drive Continuous Improvement: Systematically Eliminating the Unknown and Improving Returns. 10. Horizon Three: Sustaining and Accelerating Marketing Accountability Impact: Building Sustainable Competitive Advantage via Deeper Capabilities, Faster Processes, and More Intelligent Brand Equity Development. Notes. Bibliography. The Authors. Index.

Additional information

GOR002374114
9780787998325
078799832X
The Marketing Accountability Imperative: Driving Superior Returns on Marketing Investments by Michael Dunn
Michael Dunn
Used - Very Good
Hardback
John Wiley & Sons Inc
20090301
464
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

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