Book description
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. 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.
