News Releases
Future Marketing Professionals Must Be "ROMI-READY," Blair Tells Academicians
Tampa, FL — In her acceptance speech to the
international marketing academics at the Academy
of Marketing Science in late May, Margaret Henderson
Blair stressed the importance of revising business
school programs to emphasize ROMI-related curriculum.
Blair spoke to the Academy when accepting their
Distinguished Marketing Practitioner of the Year
award. The Academy is an international scholarly
association of 1500 members founded in 1971.
Blair charged academia to prepare marketing
practitioners for the ROMI future, when "Measurement
will take center stage. Everything we do will
become tied to the financial performance of the
firm. And we will be continually improving our
performance as determined by financially based
metrics." She urged a focus on integration
of consumer and market measurement, a strong
grounding
in problem definition, critical thinking and
the process of strategic dialogue in addition
to technical skills.
Citing examples like the Sarbanes-Oxley Act, Blair pointed out that ROMI is not a fad, but is instead becoming the new mental model for the marketing profession. She also proposed that MBA programs formally recognize the Technical Strategic Marketing Consultant as a part of preparing for the revolutionized business climate.
The AMS Board of Governors, in their introduction,
lauded Blair's contribution to moving "advertising
measurement to a focus on behavior" as "especially
notable." In addition, "her firm maintains
one of the great archives of empirical findings"
on how advertising works. The marketing scholars
were invited to join ARSgroup (rsc)
e-business portal, arswowww.com,
for access to relevant knowledge as they begin
to review their curriculum. The portal puts interactive
empirical knowledge on the desktops of customers
and their agents for 24/7 decision support.
ARSgroup (www.ars-group.com)
is best known for its pioneering research on
research and for helping Advertisers and their
Agencies, Modelers, and Media companies improve
their return on marketing investment (ROMI).
For more information contact:
Tricia Gibbs, Group Manager, Marketing,
ARSgroup
1.812.425.4562 or tlgibbs@ars-group.com
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