What is return on marketing investment (rOMI)? howdoes considering marketing as an investment insteadof an expense affect a firm?

Managerial Accounting
15th Edition
ISBN:9781337912020
Author:Carl Warren, Ph.d. Cma William B. Tayler
Publisher:Carl Warren, Ph.d. Cma William B. Tayler
Chapter10: Evaluating Decentralized Operations
Section: Chapter Questions
Problem 4DQ: What is the major shortcoming of using operating income as a performance measure for investment...
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What is return on marketing investment (rOMI)? how
does considering marketing as an investment instead
of an expense affect a firm?

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