Jeff Nelson and Joanne O’Connell are both instructors.
A few years ago, we got together to discuss ideas that we had learned related to measuring and optimizing the performance of marketing.
This book is the result of our learnings and discussions.
Intentional Marketing: A Systematic Approach to Optimizing Performance
Presents delivered decisions using creative data, careful analysis and conscientious planning to achieve the best possible return on marketing investments. The model at the heart of this book is used by companies to bring their products, markets, and marketing into alignment for long-term success.