Abstract:

Based on the literature review and interviews, this research allows a better understanding of the specificities of the interface marketing-finance, and finally points out the fact that ROMI is an adapted tool to progress into the integration of marketing and finance. Authors propose a two-dimensional development of the literature: (1) return on marketing investment, (2) interface marketing-finance.  A case study underlines the differences of ROMI uses and, in conclusion, the discussion presents some main stakes of management of interfaces between marketing and finance.