The Marketing Accountability Imperative

Praise for The Marketing Accountability Imperative"An informative read for anyone interested in the underpinnings of smart marketing. The Marketing Accountability Imperative is a comprehensive and real-life guide to connecting marketing to business performance." -Frits van Paasschen, CEO, Starwood Hotels"Dunn's fresh take on one of the oldest dilemmas in marketing is a fantastic learning tool and a must-read for any CEO or board putting marketing capabilities at the center of a broader transformation agenda." -Cameron O'Reilly, CEO, Landis and Gyr, and CEO, APN Media Group (Australia)"This book provides actionable guidance on how to optimize the effectiveness of your marketing investments. The roadmap to get there is both strategic and practical." -David Wichmann, president, UnitedHealthcare"Any book that sources inspiration from the likes of Oscar Wilde and Mae West right next to the likes of A.G. Lafley and Larry Bossidy intimately understands the twenty-first century CMO's condition. It is a must-read." -Cathy Halligan, CMO, Walmart.com"Provides a framework to help close the divide between finance, marketing, and the executive suite around the role of marketing investments in driving business growth. No matter which side of that table you are sitting on, make time for this book." -Paul Ballew, executive vice president, Nationwide Insurance, formerly of General Motors Corp."This book brings a fresh, insightful, and practical perspective to the age-old challenge of measuring marketing impact." -Denice Torres, vice president, ETHICON, a Johnson & Johnson Company"Dealing equally with the 'art' and 'science' of marketing measurement, the authors provide today's marketer with a practical roadmap for navigating the ever-more complicated path towards marketing accountability." -Sean Burke, CMO, GE HealthcareDunn, Michael is the author of 'The Marketing Accountability Imperative' with ISBN 9780787998325 and ISBN 078799832X.