How the Pursuit of ROMI Is Changing Marketing Management

William A. Cook and Vijay S. Talluri

Journal of Advertising Research, 2004, vol. 44, issue 3, 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.

Date: 2004
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