Preached by business schools and economists, the defining characteristic of business accountability has always been the overall ROI, the overall return on investment. Marketing initiatives, while included in this overall metric, were seldom measured for their own accountability; they were not subjected to the same disciplines as, say, the purchase of capital equipment. As marketing hasmigrated away from "mass" to more targeted and therefore measurable "one-to-one"initiatives, managements have begun askinghow to measurethe ROM I, the Return On Marketing Investment. Author of Accountable Marketing, Peter Rosenwald willdiscuss ways in which accountability can become an essential part of marketing.

Date: 10 May
Time: 19h
Venue: British Council LIC – Library and Information Center at the Brazilian British Centre
Rua Ferreira de Araújo, 741, ground floor

The event will be followed by a happy hour at Drake’s Pub, where participants will have the opportunity to talk to the speakers and network with other participants.