Marketing resource management

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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[edit]

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.


The MRM market is at its developing stage and is expected to accelerate due to the enhancement and innovation of technology in this sector. Today, with the adoption of innovative technologies in the organizations, need of MRM has been strengthened among various enterprises and SMBs. Moreover, the rise in the demand of digital marketing solutions has influenced solution vendors to provide various marketing automation solutions such as marketing asset management, and marketing analytics and reporting. Furthermore, the need of marketing integration with other systems has encouraged solution vendors to provide marketing resource management solutions in integration with capacity planning, and project management. The major driving force for the MRM market is the increased need of marketing solutions for selling product and services. According to MarketsandMarkets, research report North America is expected to be the largest market in terms of market size.[2]

See also[edit]


  1. ^ Ritkes, Gary. "Web to Print vs. Marketing Resource Management". SproutLoud Media LLC. Retrieved 25 October 2013. 
  2. ^ Marketing Resource Management (MRM) Market