How the Pursuit of ROMI Is Changing Marketing Management

William A. Cook and Vijay S. Talluri

Journal of Advertising Research, 2005, vol. 44, issue 03, pages 244-254

Abstract: 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. The purpose of this article is to sketch a framework for optimizing a corporation s ROMI and to highlight the indispensability of ROMI to marketing management. The article suggests a framework to accelerate the adoption of ROMI, and a plan to carry out a pilot ROMI project. The benefits of ROMI are discussed, and barriers to ROMI listed. The authors conclude that ROMI management is a different kind of management.

Downloads: (external link)
http://journals.camb ... ct_S0021849904040322 link to article abstract page (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Access Statistics for this article

More articles in Journal of Advertising Research from Cambridge University Press
Address: The Edinburgh Building, Shaftesbury Road, Cambridge CB2 2RU UK
Series data maintained by Mike Eden ().