Marketing resource management

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Marketing
Key concepts

Product / Pricing / Promotion
Distribution / Service / Retail
Brand management
Marketing effectiveness
Market research
Marketing strategy
Marketing management
Market dominance
Promotional content

Advertising / Branding
Direct marketing / Personal Sales
Product placement / Public relations
Publicity / Sales promotion
Underwriting
Promotional media

Printing / Publication / Broadcasting
Out-of-home / Internet marketing
Point of sale / Novelty items
Digital marketing / In-game
Word of mouth
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Marketing Resource Management (MRM) provides the software infrastructure to support Marketing Operations Management. 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 or part of Enterprise Marketing Management (EMM) solutions which provide more complete capabilities for all of the functions and roles within the marketing including customer & web analytics and one-to-one marketing execution.

[edit] See also