ROI is too short term.(Return on investment)

The need for demonstrable ROI on

marketing expenditures is inherently

positive, although it can be easily

misused. There is no doubt that

it helps to focus thinking on what

and why actions are being taken. It

also brings marketing into line with

other parts of the organisation that

also make significant investments

that should provide future revenues,

including capital expenditure on IT

and plant.

The drive for ROI can also be negative if

it emphasises short-term returns and fails

to see the long-term nature of building

brands and …