Abstract Marketing is being challenged and has few responses when it comes to
providing a financial view of Investment and returns. In this paper the author develops a
step-by-step approach to help marketing managers provide answers to the three
questions senior management continues to ask of marketing and communication
managers: (1) how much should the firm invest in marketing and communication, (2) what
will be the return and (3) over what period of time will those returns occur? Schultz
argues for a financial model that involves estimating the value of customer groups,
investing at the appropriate level and then measuring both the short-term and long-term
returns for the organisation.