The Case for Marketing Resource Management
- Topics:
- Marketing Strategy
- Tags:
- Marketing,
- Marketing Research
- Source:
- Montgomery Research
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Overview: Companies must search for creative solutions that can transform their marketing execution and management processes. As global companies continue to expand their brands and marketing requirements, the instances of miscommunication, poor execution, and misspent marketing funds can increase many times. Most marketers looses a lot of sleep as they considered the marketing problems of any large company. Today's marketing environment is very demanding for financial accountability, speed of execution and decision-making, globally integrated marketing activities and messages — make it imperative that companies streamline the execution of their marketing activities. Marketing Executives must search for the creative solutions that can transform their marketing execution and management processes. Typically these solutions are technology-enabled, integrating applications such as digital asset management, project management, collaboration, and e-learning. When combined with the marketing activities and enterprise data sources, those solutions can provide a comprehensive marketing workbench to enhance efficiency and effectiveness of marketing. Only by developing the integrated marketing workbench — and redefining the way marketing processes are executed while aligning the organization and its culture — can companies generate the benefits and drive their competitive advantage.
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Format: HTML | Date: Oct 2002
