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Review title: Bad theory, errors, theoretical with little practical impact
Product review: Enormously disappointing, not at all what I expected, no way that this could be put into practice - erronous theory, weak examples.Even the central idea is flawed. Ratios should almost never be maximised (see Argenti, 1980 for a simple, clear explanation), and ROMI certainly shouldn't. The examples of spreadsheets in the book are simplistic and in some cases misleading. With lots of white space and wide margins the content of this book is very light, probably equivalent to 100 pages. The key issue of where to get the elasticities, and other parameters is glossed over, leaving the reader wondering how to implement this in practice.Suggested reading:- Marketing and the Bottom Line (ISBN: 0273661949)- Customer equity (ISBN: 0875847641)- Marketing Payback (ISBN: 0273688847)
