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How the Pursuit of ROMI Is Changing Marketing Management

William A. Cook, Vijay S. Talluri
DOI: 10.1017/S0021849904040322 Published 1 September 2004
William A. Cook
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Vijay S. Talluri
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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.

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How the Pursuit of ROMI Is Changing Marketing Management
William A. Cook, Vijay S. Talluri
Journal of Advertising Research Sep 2004, 44 (3) 244-254; DOI: 10.1017/S0021849904040322

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How the Pursuit of ROMI Is Changing Marketing Management
William A. Cook, Vijay S. Talluri
Journal of Advertising Research Sep 2004, 44 (3) 244-254; DOI: 10.1017/S0021849904040322
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