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- Return_on_marketing_investment abstract "Return on marketing investment (ROMI) is the contribution attributable to marketing (net of marketing spending), divided by the marketing 'invested' or risked. ROMI is a relatively new metric. It is not like the other 'return-on-investment' metrics because marketing is not the same kind of investment. Instead of moneys that are 'tied' up in plants and inventories (often considered Capital Expenditure or CAPEX), marketing funds are typically 'risked.' Marketing spending is typically expensed in the current period (Operational Expenditure or OPEX). The idea of measuring the market’s response in terms of sales and profits is not new, but terms such as marketing ROI and ROMI are used more frequently now than in past periods. Usually, marketing spending will be deemed as justified if the ROMI is positive. In a survey of nearly 200 senior marketing managers, nearly half responded that they found the ROMI metric very useful.The ROMI concept first came to prominence in the 1990s. The phrase "return on marketing investment" became more widespread in the next decade following the publication of two books Return on Marketing Investment by Guy Powell (2002) and Marketing ROI by James Lenskold (2003). In the book "What Sticks: Why Advertising Fails And How To Guarantee Yours Succeeds," Rex Briggs suggested the term "ROMO" for Return-On-Marketing-Objective, to reflect the idea that marketing campaigns may have a range of objectives, where the return is not immediate sales or profits. For example, a marketing campaign may aim to change the perception of a brand.".
- Return_on_marketing_investment wikiPageExternalLink Talk:Return.
- Return_on_marketing_investment wikiPageExternalLink branding_roi.pdf.
- Return_on_marketing_investment wikiPageID "10050720".
- Return_on_marketing_investment wikiPageRevisionID "601704012".
- Return_on_marketing_investment date "2012-05-01".
- Return_on_marketing_investment hasPhotoCollection Return_on_marketing_investment.
- Return_on_marketing_investment source "Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; David J. Reibstein . Marketing Metrics: The Definitive Guide to Measuring Marketing Performance.".
- Return_on_marketing_investment sourcepath "http://en.wikipedia.org/wiki/Talk:Return on marketing investment".
- Return_on_marketing_investment subject Category:Marketing_analytics.
- Return_on_marketing_investment subject Category:Strategic_management.
- Return_on_marketing_investment comment "Return on marketing investment (ROMI) is the contribution attributable to marketing (net of marketing spending), divided by the marketing 'invested' or risked. ROMI is a relatively new metric. It is not like the other 'return-on-investment' metrics because marketing is not the same kind of investment.".
- Return_on_marketing_investment label "Return on marketing investment".
- Return_on_marketing_investment sameAs m.02q0603.
- Return_on_marketing_investment sameAs Q7317267.
- Return_on_marketing_investment sameAs Q7317267.
- Return_on_marketing_investment wasDerivedFrom Return_on_marketing_investment?oldid=601704012.
- Return_on_marketing_investment isPrimaryTopicOf Return_on_marketing_investment.