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Synopsis

Making accountable marketing decisions to improve the efficiency ofspending
In this practical guide, Prophet CEO Michael Dunn teams up withmarketing effectiveness expert Chris Halsall to help marketingmanagers and CMOs make better marketing spending decisions andbetter evaluate the success or failure of these decisions. Theyshow how to sort through the clutter of metrics, measurement, andanalytic options, and provide the practical information needed tohelp establish the marketing accountabilityimperative--highlighting the critical need for more effectivestewardship of marketing spending.

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