Marketing resource management

Marketing
Marketing Marketing management
Key concepts Product marketing Pricing Distribution Service Retail Brand management Brand licensing Account-based marketing Ethics Effectiveness Research Segmentation Strategy Activation Management Dominance Marketing operations Social marketing Identity Digital marketing Promotion
Promotional content Advertising Branding Underwriting spot Direct marketing Personal selling Product placement Propaganda Publicity Sales promotion Sex in advertising Loyalty marketing Mobile marketing Premiums Prizes Corporate anniversary On-hold messaging
Promotional media Printing Publication Broadcasting Out-of-home advertising Internet Display advertising Behavioral targeting Web banner Point of sale Merchandise In-game advertising Mobile advertising Native advertising Product demonstration Word-of-mouth Brand ambassador Drip marketing Visual merchandising New media

Marketing resource management (MRM) provides the software infrastructure to support marketing operations management (MOM). Marketing operations management is the alignment of people, process and technology to support marketing activities and improve marketing effectiveness. The growing importance of an effective MRM strategy is reflected by the number of leading organizations which are following this path, with implementations of software provided by some of the leading technology vendors operating in this space. This growth is also reflected in the growing importance of the marketing operations role in organizations.

MRM generally refers to technology for the areas of planning, design and production within marketing and MRM solutions do not provide the analytics, decisioning and automated execution capabilities for personalized marketing across channels. MRM is a subset of Enterprise Marketing Management (EMM) solutions which provide more complete capabilities for all of the functions and roles within the marketing.

What MRM is, What it is not

MRM platforms can be confused with "web-to-print" systems that house digital assets and send them to production with instructions. These platforms have been around since the mid 1990s and have changed slightly to integrate other features associated with print like direct mail fulfillment and list purchasing. MRM platforms are fully integrated Marketing Automation Platforms for Brands to carry out marketing across print, digital, social, and mobile mediums in collaboration with their local affiliates.^[1]

Brands also use these platforms to manage Market development funds for their affiliates.

References

↑ Ritkes, Gary. "Web to Print vs. Marketing Resource Management". http://www.sproutloud.com/. SproutLoud Media LLC. Retrieved 25 October 2013. External link in |work= (help)

This article is issued from Wikipedia - version of the Tuesday, August 11, 2015. The text is available under the Creative Commons Attribution/Share Alike but additional terms may apply for the media files.

Marketing resource management

What MRM is, What it is not

See also

References