The marketing accountability imperative :
Dunn, Michael
The marketing accountability imperative : driving superior returns on marketing investments / Michael E. Dunn with Chris Halsall. - 1st ed. - San Francisco : Jossey-Bass, c2009. - xiv, 450 p. : ill. ; 24 cm.
Includes bibliographical references (p. 427-431) and index.
Part one: Untying the Gordian knot of marketing investment excellence -- Part two: Driving material performance improvements across the six value levers of marketing accountability -- Part three: Puttng care principles of marketing accountability to work inside your organization.
9780787998325 (cloth) 078799832X (cloth)
Marketing--Management.
Marketing--Cost effectiveness.
658.8 / DUM
The marketing accountability imperative : driving superior returns on marketing investments / Michael E. Dunn with Chris Halsall. - 1st ed. - San Francisco : Jossey-Bass, c2009. - xiv, 450 p. : ill. ; 24 cm.
Includes bibliographical references (p. 427-431) and index.
Part one: Untying the Gordian knot of marketing investment excellence -- Part two: Driving material performance improvements across the six value levers of marketing accountability -- Part three: Puttng care principles of marketing accountability to work inside your organization.
9780787998325 (cloth) 078799832X (cloth)
Marketing--Management.
Marketing--Cost effectiveness.
658.8 / DUM