TITLE

The Marketing Accountability Imperative

AUTHOR(S)
Dunn, Michael E.; Halsall, Chris
PUB. DATE
July 2009
SOURCE
Marketing Accountability Imperative - Business Book Summaries;2009, Vol. 1 Issue 1, p1
SOURCE TYPE
Book Summary
DOC. TYPE
Book Summary
ABSTRACT
A unique combination of science and art, old-school salesmanship and revolutionary creativity, marketing is a vitally important but mysterious part of everyday business that captivates customers and deeply frustrates C-level associates the world over. In their book The Marketing Accountability Imperative, authors Michael E. Dunn and Chris Halsall examine the complexities of this common corporate function and its changing face in our ever technology-obsessed, fragmented buying world with a focus on what is perhaps marketing's most persistent downfall-its lack of accountability to real fiscal results. Marketing opportunities have exploded in the last decade, increasing customer touch-points far beyond the traditional print, television, radio and out-of-home categories. At the same time, typical audience groups have become increasingly fragmented, making it more and more difficult for a marketer to cost-effectively communicate with a mass target. While this fragmentation results in the potential for highly-targeted marketing messages, identifying these small groups of consumers, then finding the message and the budget to reach all of them separately is difficult, expensive, and requires a sea change in the way marketing is viewed, funded and executed. Add to that what Dunn and Halsall say is a particularly "appalling" state of marketing ROI understanding across the board, and the likelihood that most businesses will "hit the mark" with all pieces of the marketing puzzle-gripping strategy, great creative and a clear understanding of the work's results as they pertain to profit-is slim and getting slimmer with every new customer touch point that breaks ground. The truth: many organizations invest millions of dollars of resources in marketing without defensible, quantifiable evidence as to what financial benefit those efforts create. In The Marketing Accountability Imperative, Dunn and Halsall tackle exposition of an endemic issue in corporate marketing world-the...
ACCESSION #
43468628

 

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