The Marketing Accountability Imperative Driving Superior Returns on Marketing Investments

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  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2009-03-09
  • Publisher: Jossey-Bass
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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. Michael Dunn (San Francisco, CA) is CEO and Chairman of Prophet Brand Strategy, the world's premier brand and marketing management consultancy. Chris Halsall (New York, NY) is a partner in the New York office of Prophet Brand Strategy.

Author Biography

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

Acknowledgmentsp. v
Introductionp. vii
Untying the Gordian Knot of Marketing Investment Excellencep. 1
The Marketing Accountability Imperative Understanding the Marketing Accountability Gap and Beginning the Journey to Close Itp. 3
Recalibrating Basic Beliefs About Marketing Spending When Marketing Can Create Accretive Value and When It Is the Wrong Tool for the wrong Problemp. 33
The Core Principles of Marketing Accountability Describing the Critical Competencies and Value Levers That Enable Accountable Marketing Investmentp. 73
Driving Material Performance Improvements Across the Six Value Levers of Marketing Accountabilityp. 103
Strategy and Content Enabling Purposeful Strategic Decision Making and Creating Engaging, Compelling Contentp. 105
Marketing Vehicles and Investment Levels Selecting Which Vehicles to Deploy and How Much Investment Gets Put Behind Eachp. 164
In-Market Execution and Fixed Cost Management Ensuring High-Quality In-Market Execution and Consistently Strong Leverage of Your Fixed Cost Basisp. 214
Putting Core Principles of Marketing Accountability to Work Inside Your Organizationp. 259
Laying the Tactical Groundwork for Long-Term Marketing Improvement Planning for Your Journey Through the Three Horizons of Marketing Accountabilityp. 261
Horizon One: Identifying Your Marketing Accountability Improvement Opportunities Designing a Fit-for-Purpose Marketing Accountability Diagnosticp. 298
Horizon Two: Employing a Test-and-Learn Approach to Drive Continuous Improvement Systematically Eliminating the Unknown and Improving Returnsp. 335
Horizon Three: Sustaining and Accelerating Marketing Accountability Impact Building Sustainable Competitive Advantage via Deeper Capabilities, Faster Processes, and More Intelligent Brand Equity Developmentp. 383
Notesp. 425
Bibliographyp. 427
The Authorsp. 433
Indexp. 435
Table of Contents provided by Ingram. All Rights Reserved.

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