ROMI: Putting the Marketing 'M' into ROI
Peter RosenwaldConsult Partners
Isn't it marvellous how for so many years marketing managed to stay clear of the bean counters and their seemingly insatiable desire to measure the return on every penny of investment spend? Marketing, we all argued, is special and not subject to the same metrics as other investments. Even if there was no measurable result for the marketing investment, it could be defended as enhancing brand value and thus added to the balance sheet to provide buoyancy for the share price even when profits and free cash flow were...