How the Pursuit of ROMI Is Changing Marketing Management
William A. CookThe ARF
Vijay S. TalluriThe ARF
INTRODUCTION
Marketers face daunting challenges in an increasingly complex marketplace. Market research and information technologies have provided new tools to guide marketing resource allocation, but these technologies have added complexity to the marketer's worldview. Compounding the challenge is the range of stakeholders that must be addressed: prospects, customers, shareholders, channel partners, market-alliance partners, and vendors. The traditional measures of marketing performance, such as sales and market share, are often inadequate to accommodate such a wide range of issues and participants.
Managing...