Dunn, Michael <br/><br/>
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. 
<br/><br/>Includes bibliographical references (p. 427-431) and index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>9780787998325 (cloth) 078799832X (cloth) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--Management.<br/>Marketing--Cost effectiveness.
<br/><br/><label>Dewey Class. No.: </label>658.8