haku: @indexterm RATE OF RETURN / yhteensä: 621
viite: 29 / 621
| Tekijä: | Cook, W.A. Talluri, V.S. |
| Otsikko: | How the pursuit of ROMI is changing marketing management |
| Lehti: | Journal of Advertising Research
2004 : SEP/OCT, VOL 44:3, p. 244-254 |
| Asiasana: | Marketing Effectiveness Management Strategy Accounting Investment Rate of return |
| Kieli: | eng |
| Tiivistelmä: | Although managers are aware of the significance of Return on Marketing Investment (ROMI), they have been slow to leverage their ability to maximize their ROMI. This article aims 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. |
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