The document provides the schedule for the International Conference on Return on Marketing Investment being held on January 5-6, 2006. The conference features multiple tracks on topics related to measuring returns on marketing investments and ROMI in various contexts. Day 1 includes sessions on ROMI in CRM, distribution, and measuring returns. Day 2 focuses on ROMI in services, branding, and measuring total returns from marketing. The schedule lists over 30 presentations spanning both days of the conference on these ROMI-related themes.

1. International Conference on Return on Marketing Investment
Conference Schedule
Day 1 (January 5, 2006)
0915 – 0930
(CR11)
Inauguration (Director)
0930 – 1000
(CR11)
Opening Remarks on Marketing Performance and Metrics (Vinita Bali,
CEO Britannia Ltd.)
Track 1 (SR9) Track 2 (SR10)
ROMI in CRM
Track Chair: Abraham Koshy,
IIMA
Track Chair: Prathap Oburai, IIMA
1000 - 1030 Rakesh Niraj,
USC-Marshall School of
Business, George Foster
Stanford Graduate School of
Business, Mahendra Gupta &
Chakravarthi Narasimhan Olin
School of Business Understanding
Customer Level profitability
Implications of Satisfaction
Programs
Ravi Balasubramanian Department of
Management & Enterprise Development,
Massey University, Wellington Campus
Dispersion in Customer
Profitability in Business markets –
Potential link with nature of customer
relationship
1030 - 1100 Tea/Coffee Break
1100 – 1130 Satyanarayana Rentala
Assistant Professor, Zavier Vignana
Jyothi Institute of Management, AP,
India
Application of Customer Equity
Approach to Indian Telecom
(Mobile Service Providers
Industry)
Dr. Vinita S. Sahay
Associate Professor, Marketing, Amity
Business School, Debayan Basu &
Saptorshi Mukherjee
PGDM Student, Amity Business School
Return on Marketing Investments – A
Perspective for CRM
1130 – 1200 Harmeen Kaur Soch
& H.S. Sandhu, Guru Nanak Dev
University, Punjab, India.
Customer Relationship
Management Consciousness in
Indian Companies & its Impact
on their Financial Performance
Atul Parvatiyar, President, iCRM
Measuring the Impact of CRM
Programs on Shareholder Value
ROMI in Distribution and Firm Value
Track Chair: Piyush Sinha, IIMA Track Chair: Abraham Koshy, IIMA
1200 – 1230 Sunder Bharadwaj (Emory
University and Singapore
Management University) – Does
Marketing Influence a Firm’s
Worth?
Ashutosh Dixit, Edward
Gailey & Rajshekhar Javalgi, Cleveland
State University, Cleveland, OH-44115
Internet Pricing Impact on Firm
Profitability: Lessons Learned &
Applicability to Indian Markets
1230 – 1300 Siddarth, Sivaramakrishnan,
(University of Iowa)Vanishing
Profits: The Consequences of
Using Loyalty Card data to
Develop Target Market Programs
Amit Ghosh, (Cleveland State
University)
Enhancing Retailer Returns on
Marketing Investments

2. 1300 – 1400 Lunch
ROMI – Measuring returns
Track Chair: Piyush Sinha, IIMA Track Chair: Prathap Oburai, IIMA
1400 – 1430 Murali Mantrala, et. al. Olin
School, Washington University, St.
Louis
Investigating ROI of Marketing
Efforts of Newspapers
Analyst, The Hacket Group,
Hyderabad & S.P.R. Vittal,
Faculty, Department of Business
Management, Aurora’s Post
Graduate College, Osmania University,
Hyderabad
Measuring Marketing Performance
through “Marketing Resource
Optimization Grid (MROG)”
1430 – 1500 S C Bansal,
IIM, Lucknow, Mohammed Naved
Khan, Aligarh Muslim University
& Vippan Raj Dutt, Manager,
Indian Airlines Limited, New Delhi.
Return on Marketing
Investment: A Case Study of
Domestic Airline Industry in
India
Ankush Ramchandra Luhana, Digvijoy
Sen, Karthik Kannan, Puneet Gulwani,
Rupesh Kumar Madhogaria, Sabuj
Sengupta, Vivek Pachori,
ICFAI Business School, Hyderabad
ROMI & Its β: The SAS Way
1500 – 1530 Tea/Coffee Break
Long Term Impact
Track Chair: Prathap Oburai, IIMA Track Chair: Piyush Sinha, IIMA
1530 – 1600 Arvind Sahay,
IIMA,
Purvi Shastri, IIMA
Rajendra K. Srivastava
Goizeuta Business School, USA
Impact of Advertising on Tobin’s
Q and Shareholder Value: A
Comparison of Listed Firms in
India and the US
Amitava Aich, Kaustubh
Kumar, Madan Ramachandran,
Srinivasa Raju, Vishwas R & Prof.
P.S.V. Surya Narayan Murthy
Faculty Member, ICFAI Business
School, Hyderabad, India
Forecasting Returns on Marketing
Investments
1600 – 1640
(CR11)
Customer Choice
Venkatesh Sharma,
(DDB Needham
and ROMI
Country Manager
Mudra)
1640 – 1715
(CR11)
Open Format Discussion (Led by Raj Srivastava /
Bob Leone)
SR 9 and SR10 – Seminar Rooms 9 and 10 on the New Campus
CR11 – Classroom 11 on the New Campus

3. Day 2 (January 6, 2006)
Services & ROMI
SR9 SR10
Track Chair: Raj Srivastava,
Emory University
Track Chair: Arvind Sahay, IIMA
0900 – 0930 Dr. Ranjit Voola, University of
Sydney, Australia &
Aron O’Cass, The University of
Newcastle, Australia.
Branding, Marketing Strategy
and the RBV: An Exploration
through Gandhian Philosophies
Anuj Sharma,
Stressed Assets Sales & Valuation
approach: A new paradigm in
Indian Marketing
ROMI & Brand Management
Track Chair: Raj Srivastava,
Emory
Track Chair: Arvind Sahay, IIMA
0930 - 1000 Ryan Hendricks – Campaignist &
ICICI Participant
ROMI in the Financial Sector
Robert Leone, Ohio State
University—Brand Equity and
Brand Value
1000-1030 Mukesh Bhargava, Oakland
University, Ashish Sinha and Raj
Srivastava (Emory)
Marketing Mix Allocations and
Marketplace Performance
Metrics: Implications for
Marketing Practice and
Shareholder Value
Sridhar Ramaswami (University of
Iowa)
Impact of Information Cost and
Incremental Brand Attitude on
Brand Equity
1030 - 1100 Subhadip Roy, ICFAI: Celebrity
Endorsements
Prathap Oburai et. al., IIMA
Corporate Brand Image:
Antecedents, Mediating Role and
Impact on Stakeholder
Expectations
1100 – 1130 Tea/Coffee Break
1130 – 1215
(CR11)
Measuring Total Returns
Nikhil Garekhan, Senior
Milward
(New York
from Marketing
Vice President (North America)
Brown
Office)
1215 – 1230
(CR11)
Discussion & Closing Session
1230 – 1330 Lunch – End of conference
SR 9 and SR10 – Seminar Rooms 9 and 10 on the New Campus
CR11 – Classroom 11 on the New Campus