Measurement of Return on Marketing Investment (ROMI) in Manufacturing Companies

Khotimah, Khusnul (2015) Measurement of Return on Marketing Investment (ROMI) in Manufacturing Companies. Proceedings 2nd International Conference for Emerging Markets, 2 (1). pp. 90-96. ISSN PROCEEDINGS - ISBN: 978-602-14666-1-2

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Abstract

Every company is commanded and managed based on the universal goal, to gain profits in continuous period of time. Such dynamic stimulates the academicians to develop researches on Return on Marketing Investment (ROMI) and its relation to marketing, particularly in producing values in manufacturing companies. This paper aims to analyze the theory or concept ROMI in marketing system of manufacturing companies. In addition, the theory seeks to give focus on sustainability in every suggested research program. The problem, any concept or theory ROMI which has great potential to provide useful information for research and marketing. Considering that there is probably a close relation between marketing and investment in ROMI calculation. Thus, the theory is believed to have the potential in valuable information for researches in marketing. The research is conducted in the method of literary reviews on scientific journals on the concept, case studies, and other research findings on ROMI introduced and developed by a number of experts from various sources (journal). It is expected that this research to have implications on the development of the marketing concept which may bring return for the company and values in investments. It is also hoped that there would be new more comprehensive paradigms on researches, concepts, and models on ROMI contributing greatly for academics and companies.

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