Return on Marketing Investment [Hardcover]

Guy R. Powell (Author)

Book Description

Publication Date: February 28, 2003

Return on Marketing Investment: DemandMore From Your Marketing and Sales Investments provides business-to-business marketers a few simple concepts to measure and improve their marketing performance. The methods included improve internal communications with the C-suite that want to see the numbers as well as the creative.

Editorial Reviews

Review

"Here's a book that can help the marketing team for companies of all sizes." -- Bill Marks, VP Public Relations, Coca-Cola North America, February 1, 2003

"ROMI is a concept whose time has come." -- Joan Herbig, President & CEO, XcelleNet, Inc., February 1, 2003

"Return on Marketing Investment is the first book that offers an analytical yet practical approach for optimizing returns on marketing..." -- Bob Kornecki, Global Practice Leader, Edelman Public Relations, February 1, 2003

From the Publisher

This book is 154 pages, a fast read and can provide some great insight for B2B and small consumer marketers.

See all Editorial Reviews

Product Details

• Hardcover: 172 pages
• Publisher: RPI Press (February 28, 2003)
• Language: English
• ISBN-10: 0971859817
• ISBN-13: 978-0971859814
• Product Dimensions: 9.1 x 6.2 x 0.8 inches
• Shipping Weight: 1 pounds (View shipping rates and policies)
• Average Customer Review: 3.0 out of 5 stars  See all reviews (16 customer reviews)
• Amazon Best Sellers Rank: #1,220,416 in Books (See Top 100 in Books)

More About the Author

Wouldn't it be great to be able to connect all your marketing activities to their impact on sales revenue? Wouldn't it be great to remove the guesswork from putting your marketing plans together? Over the last 20 years Guy R. Powell, based in Atlanta, GA, USA, has done just that in senior level sales & marketing across the globe both on the client and consulting sides. As part of his current consulting activities he has trained and/or presented his findings and methods to thousands of marketers all across the globe. All of the concepts found in this book have been honed and improved through his consulting and training activities to make sure they can be specifically applied to just about any company, regardless of size, industry, category, target customers or country.

His company, DemandROMI, (www.DemandROMI.com) is based on helping marketers and business executives to take these critical concepts and implement them within his client organizations. His consulting career began ATKearney delivering strategic and tactical solutions to help companies fuel and maintain extraordinary growth. While at ATKearney he worked on a variety of wide ranging projects for both mid-tier and Global 100 companies in Europe, providing strategic assessments, business re-alignments and turn-arounds.

His first book Return on Marketing Investment: Demand More From Your Marketing and Sales Investments (www.ReturnonMarketing.net) focuses on helping business-to-business marketers develop a new way to plan, execute and communicate their results to the rest of the organization. This book focuses on all businesses - small & large, consumer and business-to-business, NGOs, OEMs and others. Guy's direct industry experience includes consumer package goods, financial services, digital electronics, high tech, brewery, frozen food, automotive, cable & wire, consumer durables, media & entertainment and many,many others.

Mr. Powell's educational background includes an MBA from the University of Chicago and a BSEE from Lehigh University.

Customer Reviews

Most Helpful Customer Reviews

10 of 10 people found the following review helpful:

1.0 out of 5 stars simple? yes. actionable? no., June 12, 2004

By A Customer

This review is from: Return on Marketing Investment (Hardcover)

in a world where every marketing dollar invested should count, marketing roi is becoming more and more "basic" in the companies' operational procedure. that is a given.
the premise of this book is that "marketing roi is important". the author conceptually introduces marketing roi, hammers on and on about its importance, and offers possibilities of measurements. if you are looking for a "what is marketing roi" and "why is marketing roi important", this is the book for you. but if like me, you've already been awakened - rudely or gently - to the importance of marketing roi and its possible contributions to your business and are looking for ways and means to effect significant changes in your organization, this is not the book for you. this book is more of a PR work for the author's firm than a book that seeks to contribute to its readers' coffers of experience.

6 of 6 people found the following review helpful:

3.0 out of 5 stars Good for beginners, June 27, 2004

By 

"blackduck2" (Austin, TX) - See all my reviews

This review is from: Return on Marketing Investment (Hardcover)

I admire Mr. Powell for tackling a subject that is ignored at many corporations - how to add accountability to branding with hard numbers instead of the "soft" metrics like "creativity" or "impact" that unfortunately drives a lot of branding today. For that reason alone, the book is worth reading. However, if you are already working to quantify your branding efforts, the book is a little simplistic. It amounts to little more than a long discussion of the common financial concept of IRR (internal rate of return). If you are familiar with basic accounting concepts, this book will represent familiar ground. If not, then it is a good introduction to the metrics required to determine whether a marketing investment will pay off.

4 of 4 people found the following review helpful:

1.0 out of 5 stars Bad theory, errors, theoretical with little practical impact, July 3, 2006

By 

Robert Shaw (London, United Kingdom) - See all my reviews

This review is from: Return on Marketing Investment (Hardcover)

Enormously disappointing, not at all what I expected, no way that this could be put into practice - erronous theory, weak examples.

Even the central idea is flawed. Ratios should almost never be maximised (see Argenti, 1980 for a simple, clear explanation), and ROMI certainly shouldn't. The examples of spreadsheets in the book are simplistic and in some cases misleading. With lots of white space and wide margins the content of this book is very light, probably equivalent to 100 pages. The key issue of where to get the elasticities, and other parameters is glossed over, leaving the reader wondering how to implement this in practice.

Suggested reading:
- Marketing and the Bottom Line (ISBN: 0273661949)
- Customer equity (ISBN: 0875847641)
- Marketing Payback (ISBN: 0273688847)