TY  - BOOK
AU  - Dunn,Michael
AU  - Halsall,Chris
TI  - The marketing accountability imperative: driving superior returns on marketing investments 
SN  - 9780787998325 (cloth)
U1  - 658.8 23
PY  - 2009///
CY  - San Francisco
PB  - Jossey-Bass
KW  - Marketing
KW  - Management
KW  - Cost effectiveness
N1  - Includes bibliographical references (p. 427-431) and index; 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
ER  -