Published Paper Details:

MARKETING ROI: A BIRD'S EYE VIEW Abstract: The presentation of the marketing ROI concepts is intended to apply across a broad range of industries and applications. There are differences in the way marketing is measured and also differences in terminology. The underlying principles should be valid regardless of industry. One should also be note that there are limitations to the effectiveness of marketing ROI practices. One of the foundations for guiding better marketing investments is that measurements and analysis will be effective at predicting the returns on future investments. Companies that have low-quantity, high-value customers are subject to less predictability. The same applies to marketing initiatives that generate low sales volume. Measuring the value of a single speaking engagement at a conference of assigning a large team to pitch a single client over the course of a year may not be possible. The intention is to improve the measurement of the financial value of marketing investments wherever possible the Financial value recognize that other decisions will still need to be subjective or rely on nonfinancial value. Another key assumption underlying the principles of marketing ROI is that companies will be able to obtain the data necessary to complete the ROI analyses presented. Companies do not have perfect knowledge of the financial activity surrounding marketing initiatives, but by understanding the benefits that are possible with marketing ROI techniques. Objectives of the Paper: The present paper is an exploratory and descriptive one in nature. The paper is guided by the following objectives: I) To introduce the concept of marketing ROI and present its principles and challenges, and II) To measure and present the overall profitability of selected important Companies with higher Marketing ROI during 2010 to 2024. The ROI formula in its most basic format: Return Gross Margin - Marketing Investment ROI = ------------ = --------------------------------------------------- Investment Marketing Investment ROI is presented in the form of a percent so that a positive number indicates a financial gain from the investment and a negative number indicates a financial loss. When the gross margin is equal to the marketing investment, the ROI is 0 percent and the investment is considered to be breakeven. SUGGESTION: With this back drop, it is suggested that the Companies shall not only aim for overall profitability, Cost Control and Cost Reduction but also aim for possibly higher marketing ROI in each and every financial year. Key Words:(I) Marketing ROI, (2) Corporate Elite Club (3) Cost control and Cost Reduction.