Return on Marketing Investment (Hardcover)

by Guy R. Powell (Author) "Marketing is more than just advertising..." (more)
Key Phrases: brand awareness value, brand awareness campaigns, particular marketing program, Cold Meals, Self-Generation Sales Support (more...)

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

Product Description
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.

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Product Details

• Hardcover: 172 pages
• Publisher: RPI Press (February 28, 2003)
• Language: English
• ISBN-10: 0971859817
• ISBN-13: 978-0971859814
• Product Dimensions: 9.3 x 6.2 x 0.7 inches
• Shipping Weight: 1.1 pounds (View shipping rates and policies)
• Average Customer Review: 3.0 out of 5 stars See all reviews (16 customer reviews)
• Amazon.com Sales Rank: #162,321 in Books (See Bestsellers in Books)

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

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

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

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)