RT Journal Article SR Electronic T1 How the Pursuit of ROMI Is Changing Marketing Management JF Journal of Advertising Research JO J Advert Res FD WARC SP 244 OP 254 DO 10.1017/S0021849904040322 VO 44 IS 3 A1 William A. Cook A1 Vijay S. Talluri YR 2004 UL http://www.journalofadvertisingresearch.com/content/44/3/244.abstract 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.