"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 Healthcare
Table of Contents
Acknowledgments.Introduction.
PART ONE: UNTYING THE GORDIAN KNOT OF MARKETING INVESTMENT EXCELLENCE.
1. The Marketing Accountability Imperative: Understanding the Marketing Accountability Gap and Beginning the Journey to Close It.
2. Recalibrating Basic Beliefs About Marketing Spending: When Marketing Can Create Accretive Value and When It Is the Wrong Tool for the Wrong Problem.
3. The Core Principles of Marketing Accountability: Describing the Critical Competencies and Value Levers That Enable Accountable Marketing Investment.
PART TWO: DRIVING MATERIAL PERFORMANCE IMPROVEMENTS ACROSS THE SIX VALUE LEVERS OF MARKETING ACCOUNTABILITY.
4. Strategy and Content: Enabling Purposeful Strategic Decision Making and Creating Engaging, Compelling Content.
5. Marketing Vehicles and Investment Levels: Selecting Which Marketing Vehicles to Deploy and How Much Investment Gets Put Behind Each.
6. In–Market Execution and Fixed Cost Management: Ensuring High–Quality In–Market Execution and Consistently Strong Leverage from Your Fixed Cost Basis.
PART THREE: PUTTING THE CORE PRINCIPLES OF MARKETING ACCOUNTABILITY TO WORK INSIDE YOUR ORGANIZATION.
7. Laying the Tactical Groundwork for Long–Term Marketing Improvement: Planning for Your Journey Through the Three Horizons of Marketing Accountability.
8. Horizon One: Identifying Your Marketing Accountability Improvement Opportunities: Designing a Fit–for–Purpose Marketing Accountability Diagnostic.
9. Horizon Two: Employing a Test–and–Learn Approach to Drive Continuous Improvement: Systematically Eliminating the Unknown and Improving Returns.
10. Horizon Three: Sustaining and Accelerating Marketing Accountability Impact: Building Sustainable Competitive Advantage via Deeper Capabilities, Faster Processes, and More Intelligent Brand Equity Development.
Notes.
Bibliography.
The Authors.
Index.
Samples
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