Abstract

The scope of the article is to provide a critical analysis of ROMI as a metric of marketing performance, and to propose a more comprehensive construct of marketing efficiency, which considers a holistic nature of the concept of modern marketing. It is argued that ROMI be crucial insufficient as a marketing performance indicator. In the holistic framework, a complex set of marketing performance metrics to be developed is outlined.

Keywords: marketing performance, holistic concept of marketing, social effect of marketing

Cite as: Robul, Yu. (2011). Holistic concept of marketing performance. Marketing and Management of Innovations, 42, 124-130. https://doi.org/10.21272/mmi.2011.4.2-16

This work is licensed under a Creative Commons Attribution 4.0 International License

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