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ROMI : Une révolution dans la pensée et les pratiques en marketing

Author

Listed:
  • Dwight Merunka

    (AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université)

  • Jean-Bernard Kazmierczak

Abstract

La direction générale des entreprises et les directeurs marketing sont convaincus du bien fondé de la mise en place de nouvelles mesures d'efficacité des actions marketing. Les modèles et les métriques qui permettent d'évaluer l'impact financier des dépenses engagées sur les différents éléments du mix marketing sont regroupés sous le vocable de ROMI (« Return on Marketing Investment » ou retour sur les investissements marketing). Nous décrivons les difficultés et les dangers liés à la mise en place de cette démarche et de ces mesures et montrons la nécessité de leur mise en œuvre.

Suggested Citation

  • Dwight Merunka & Jean-Bernard Kazmierczak, 2005. "ROMI : Une révolution dans la pensée et les pratiques en marketing," Post-Print halshs-02915198, HAL.
    • Handle: RePEc:hal:journl:halshs-02915198
    DOI: 10.7193/DM.040.09.15
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