How the pursuit of ROMI is changing marketing management

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 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...

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