%0 Journal Article %A William A. Cook %A Vijay S. Talluri %T How the Pursuit of ROMI Is Changing Marketing Management %D 2004 %R 10.1017/S0021849904040322 %J Journal of Advertising Research %P 244-254 %V 44 %N 3 %X 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. %U https://www.journalofadvertisingresearch.com/content/jadvertres/44/3/244.full.pdf