Differences in decision-making criteria towards the return on marketing investment: A project business perspective
SummaryAssessing the value of marketing to a business remains a thorny issue in theory and practice. Decision-making at the finance-marketing interface is under-researched, particularly for project businesses. Confronted by demands of accountability concerning the allocation of resources to meet competitive pressures, the paper examines the quality and extent of dialogue in investment decision-making. The return on investment (ROI) and marketing-specific investment (ROMI) are important factors at the marketing-finance interface. ROMI/ROI is examined from quantitative and qualitative viewpoints.