PT  - JOURNAL ARTICLE
AU  - William A. Cook
AU  - Vijay S. Talluri
TI  - How the Pursuit of ROMI Is Changing Marketing Management
AID  - 10.1017/S0021849904040322
DP  - 2004 Sep 01
TA  - Journal of Advertising Research
PG  - 244--254
VI  - 44
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/44/3/244.short
4100  - http://www.journalofadvertisingresearch.com/content/44/3/244.full
SO  - J Advert Res2004 Sep 01; 44
AB  - 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.