How the pursuit of ROMI is changing marketing management
Vijay S. Talluri and William A. Cook
Although managers have been aware of the significance of Return on Marketing Investment (ROMI) for over a decade, they have been slow to leverage their ability to maximize their ROMI.
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...
