Marketing resource management
Marketing resource management (MRM) is used to refer to software application suites used to assist businesses in organising their marketing operations in a structured and measurable manner with the ultimate goal of improving marketing effectiveness.
Description[edit]
MRM applications are designed to assist organisations in establishing a workflow to orchestrate resources internal and external to the organisation to assist them manage their marketing in an efficient and effective manner.[1]:84 Areas covered including the planning, budgeting and staging of marketing as well as the measurement of marketing effectiveness.[1]:84 It seems there is possibly no universally definitive definition of MRM with various sources including or excluding particular non-core functionality or capabilities.[2] Some non-core features that can be included under the MPM umbrella include dashboards [3]
MRM solutions do not provide the analytics, decisioning and automated execution capabilities for personalized marketing across channels.[citation needed]
History[edit]
In 2001 a Gartner report described that MRM had been in existing for some years and had mainly encompassed "marketing-related content" however competition was driving companies to provide more complete solutions.[4] Industries that were first to adopt MRM included automotive, consumer packaged goods, pharmaceuticals, financial services, retail and high technology companies with some feedback reports of significant improvement of efficiencies and in marketing effectiveness.[1]:87
[edit]
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.[2] Marketing operations management (MOM), is an alternative term sometimes used as an alternative description for MRM.[Notes 1][5][2]
References and notes[edit]
Notes[edit]
- ↑ Often where MRM is be used there is more emphasis on the software application, whereas MOM approach from a viewpoint of operations and business processes but this is by no means universally true.
References[edit]
- ↑ 1.0 1.1 1.2 Doyle, S. J (14 July 2003). Database Mark Cust Strategy Manag (2003) 11: 83 (Report). Palgrave Macmillan UK. doi:10.1057/palgrave.dbm.3240207. ISSN 1741-2447.
- ↑ 2.0 2.1 2.2 "Is Marketing Resource Management (MRM) Dead?". smartsheet. 9 March 2017. Archived from the original on 11 March 2019. Retrieved 11 March 2019.
- ↑ Biegel, B. J (4 February 2009). Direct Data Digit Mark Pract (2009) 10: 201 (Report). Palgrave Macmillan UK. doi:10.1057/dddmp.2008.37. ISSN 1746-0174. Defining the marketing technology landscape. Archived from the original on 10 March 2019.
- ↑ Marcus, Claudio (22 August 2001). "Marketing Resource Management: The Big Picture". Gartner. Summary.
- ↑ Sebor, Jessica (August 2006). "The Maturation of MRM"". CRM Magazine. Archived from the original on 24 July 2011.
Further reading[edit]
- Marketing Resource Management; The noble art of getting things done in marketing. Efficiently. Mrmlogiq. 1 January 2008. ISBN 978-9081330510. Search this book on
External links[edit]
- "IT Glossary". Gartner. Marketing Resource Management. Archived from the original on 26 September 2019. Retrieved 8 March 2019.
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