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How the Pursuit of ROMI Is Changing Marketing Management

Published online by Cambridge University Press:  31 January 2005

WILLIAM A. COOK  and
VIJAY S. TALLURI
WILLIAM A. COOK
Affiliation:
The ARF, [email protected]
VIJAY S. TALLURI
Affiliation:
The ARF, [email protected]
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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.

Type
Research Article
Information
Journal of Advertising Research , Volume 44 , Issue 3 , September 2004 , pp. 244 - 254
Copyright
© Copyright © 1960-2004, The ARF

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References

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