TY - JOUR T1 - How the Pursuit of ROMI Is Changing Marketing Management JF - Journal of Advertising Research JO - J Advert Res SP - 244 LP - 254 DO - 10.1017/S0021849904040322 VL - 44 IS - 3 AU - William A. Cook AU - Vijay S. Talluri Y1 - 2004/09/01 UR - http://www.journalofadvertisingresearch.com/content/44/3/244.abstract N2 - 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. ER -