The New Accountability Virtually every marketing dollar spent today must be justified as both effective and efficient in terms of " return of marketing investment'" (ROMD) Some observers believe that up to 70%(or even more) of marketing expenditures may be devoted to programs and activities that cannot be linked to short-term incremental profits, but yet can be seen as improving brand equity 7 O Copy rights reserved, Zou Deqiang7 7 © Copy rights reserved, Zou Deqiang The New Accountability • Virtually every marketing dollar spent today must be justified as both effective and efficient in terms of “return of marketing investment” (ROMI). • Some observers believe that up to 70% (or even more) of marketing expenditures may be devoted to programs and activities that cannot be linked to short-term incremental profits, but yet can be seen as improving brand equity