Marketing is frequently viewed with skepticism by
non-marketing business executives and when times are tough is often
one of the first budget cuts. For marketing executives, the
challenge of providing concrete results is amplified due to the
'fuzzy' nature of branding and awareness. Marketing in the
post-collapse economic era will become much more rigorous and
data-driven, as marketing budgets are cut and each campaign has to
prove its ROI.
New research at the Kellogg School of Management on return on
marketing investment (ROMI) shows how organizations can deliver
significant performance gains from marketing. The Author's survey
of 252 firms captures $53 billion of annual marketing spending and
forms the foundation for this book. This research is complemented
by experience teaching ROMI to executives at Microsoft, DuPont,
Nisan, Philips, Sony and many other firms.