A Key Challenge, Marketing Resource Management, a Holistic System

Andrei Alexandru Bejan

Holistic Marketing Management Journal, 2014, vol. 4, issue 1, 44-49

Abstract: The relatively new field of expertise of Marketing Resource Management (MRM) is still challenging, especially within the context of the constant increase of channels availability. There is a whole debate about the interference between MRM and CRM with the modern digital age the customer lifecycle starts from the point when the campaign lands in the prospect’s Inbox. In today complex environment marketers need to embrace integrated marketing solutions that manage brands and campaigns as well as resources and performance.

Keywords: Marketing Resource Management; Customer Relationship Management; Multi-Channel Campaign Management; Integrated Marketing Management (search for similar items in EconPapers)
JEL-codes: M21 M31 M37 (search for similar items in EconPapers)
Date: 2014
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