Sense and Nonsense Of Measuring Marketing ROI

There is a lot of debate going on, online and offline, about the sense and nonsense of measuring Marketing ROI. This debate is centred around the question how marketing can raise companywide recognition for its role as a profit driver.The opponents of measuring monetary marketing value state that it isn’t possible to (directly) link marketing activities to company profit. How, for instance, do you measure the incremental profit generated by a single print advertising? Furthermore, they point out that marketing is an art, not a science. And art cannot be measured.