Marketing book reviews - Thursday, May 21, 2009 5:48 - 0 Comments

Book review: The Marketing Accountability Imperative by Michael Dunn

Making accountable marketing decisions to improve the efficiency of spending. A short book review of Michael Dunn’s new book co-authored with Chris Halsall.

Review written by Michael Leander

I had the pleasure of meeting Prophet’s CEO Michael Dunn when we both spoke at the CMO Conference in Zürich in 2008. Interestingly his publiscist send me his new book some months ago asking me to review it.

I regret that I didn’t read it sooner. I’ve been a proponent for marketing accountability and/or measuring the Return on Marketing Investment for years. Speaking about ROMI, talking to CMO’s about accountability makes not for an easy conversation. In fact, most CMO’s have given up before they even consider diving their noses into the whole accountability, ROMI arena.

So I was positively surprised after reading Michael Dunn’s book.  In this article you will find a few of my comments on this highly recommendable book. It is indeed a book all Chief Marketing Officer’s should buy. At the bottom of the page, you will find a short video showing a tiny fraction of Michael’s speech in Zürich.

Background
In The Marketing Accountability Imperative, Prophet CEO Michael Dunn teams up with marketing effectiveness expert Chris Halsall to help marketing managers and CMOs make better marketing spending decisions and better evaluate the success or failure of these decisions.

They show how to sort through the clutter of metrics, measurement, and analytic options, and provide the practical information needed to help establish the marketing accountability imperative–highlighting the critical need for more effective stewardship of marketing spending. Continue…