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How the Pursuit of ROMI Is Changing Marketing Management

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  • COOK, WILLIAM A.
  • TALLURI, VIJAY S.

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.

Suggested Citation

  • Cook, William A. & Talluri, Vijay S., 2004. "How the Pursuit of ROMI Is Changing Marketing Management," Journal of Advertising Research, Cambridge University Press, vol. 44(3), pages 244-254, September.
    • Handle: RePEc:cup:jadres:v:44:y:2004:i:03:p:244-254_04
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    Cited by:

    1. Angelovska, Nina, 2022. "Return On Investment On Facebook Adds: Quantitative Research," UTMS Journal of Economics, University of Tourism and Management, Skopje, Macedonia, vol. 13(1), pages 56-66.
    2. Saeed Tajdini, 2023. "The effects of internet search intensity for products on companies’ stock returns: a competitive intelligence perspective," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(3), pages 352-365, September.

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