The marketing accountability imperative: driving superior returns on marketing investments

This book is divided into four sections: Part I establishes the marketing accountability imperative, highlighting the critical need for more effective stewardship of marketing spending and the significant prize that awaits marketers who pursue greater accountability. Part II arms the reader with an understanding of the critical enablers of marketing accountability and how to sort through the clutter of metrics, measurement and analytic options. Part III starts the reader on the path to making more accountable marketing decisions to improvethe effectiveness and efficiency of spend and explores the principles behind each marketing accountability value lever challenging established marketing conventions while offering practical guidance on how to apply new concepts. PartIV offers tools needed to get started immediately on building a sustainable marketing accountability program.

• ISBN: 978-0-7879-9832-5
• Editorial: Jossey Bass
• Encuadernacion: Cartoné
• Páginas: 464
• Fecha Publicación: 27/03/2009
• Nº Volúmenes: 1
• Idioma: Inglés