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...