The Marketing Accountability Imperative

Dunn, Michael E.; Halsall, Chris
July 2009
Marketing Accountability Imperative - Business Book Summaries;2009, Vol. 1 Issue 1, p1
Book Summary
Book Summary
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...


Related Articles

  • Resisting GRAVITY. Duboff, Rob // Marketing Management;May/Jun2006, Vol. 15 Issue 3, p36 

    This article examines the process of accounting corporate return on investment (ROI) for major expenses, and its potential negative effects on marketing strategies. When focused on too intently ROI can prevent brand development as well as the development of a strong customer base by being too...

  • THE PERCEPTION OF SMALL AND MEDIUM ENTERPRISES (SMES) MARKETING MANAGERS ON IMC STRATEGY IN ZIMBABWE: A CASE OF MASVINGO URBAN. Zimuto, Jilson // Researchers World: Journal of Arts, Science & Commerce;Jul2013, Vol. 4 Issue 3, p95 

    To date, there is little empirical research in Zimbabwe on Integrated Marketing Communication (IMC) despite its appeal and accounts of its benefits. The author proposes that IMC is fundamentally a process in which marketing managers instil into Small and Medium Enterprises (SMEs) a sense of...

  • CHAPTER SIX: Strategic marketing planning: Shaping your company's growth and prosperity.  // Manager's Guide to Competitive Marketing Strategies;1/15/2006, p201 

    Chapter 6 of the book "The Manager's Guide to Competitive Marketing Strategies" is presented. It provides a highly successful format for evolving a strategic marketing plan. It identifies the steps in the strategic marketing planning process and develops a long-term strategic direction for a...

  • CHAPTER FOUR: Developing a marketing intelligence system: The underpinnings of your marketing strategy.  // Manager's Guide to Competitive Marketing Strategies;1/15/2006, p149 

    Chapter 4 of the book “The Manager's Guide to Competitive Marketing Strategies" is presented. It discusses how to formulate or frame a working model for market research and competitor intelligence systems. This requires collecting, compiling, cataloging and digesting data to be employed to...

  • FedEx and the St. Jude Classic: An Application of a Cause-Related Marketing Program (CRMP). Lachowetz, Tony; Irwin, Richard // Sport Marketing Quarterly;2002, Vol. 11 Issue 2, p114 

    Marketing communications and promotions with social dimensions are becoming mainstream as practitioners respond to higher consumer expectations of corporate social responsibility, of which cause-related marketing (CRM) is a subset. Cause-related marketing programs provide a platform for...

  • Analytics alone will not get job done. Vogel, Karen Breen // B to B;10/10/2005, Vol. 90 Issue 12, p13 

    Presents suggestions on increasing sales cycles of business. Assessment of the contributions that Web site can make to a company's financial results; Opinion that setting up business-aligned analytics can provide rate of return capabilities and create the framework for determining how a Web site...

  • Key Marketing Performance Measures. Gr�nholdt, Lars; Martensen, Anne // Marketing Review;Fall2006, Vol. 6 Issue 3, p243 

    Marketers are understandably preoccupied with measuring marketing performance. However, among the many possible marketing performance measures available, which few should be chosen? On the one hand, the key measures must be simple enough to be usable and on the other hand they must be...

  • Tightening The Belt. Graham, John // Boating World;Nov2004, Vol. 25 Issue 9, pMM1 

    The article presents information that the irony is that every marketing budget in the boating industry is limited, whether it's a start-up company or General Motors. The size of the company is irrelevant. The essential task then is implementing marketing strategies that maximize every available...

  • Make Mobile Marketing Work for You. Marcovitz, Marshall // Gourmet Retailer;Aug2012, Vol. 33 Issue 3, p52 

    The article reports on the mobile marketing strategy adopted for targeting consumers. It mentions that consumers have grown their interest in mobile social content. Further it mentions mobile users are increasingly turning to their devices for checking e-mails, and posting status to social...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics