Abstract
The development of technology to support marketing since 1993 has predominantly focused on analytics, campaign management and reporting (collectively marketing automation). Since 2001 there has been the release of a number of technologies aimed at supporting marketing workflow. These solutions, classified by Gartner as marketing resource management (MRM) are starting to address the management of the complex marketing processes that exist in today's multichannel, multibrand marketing functions. This paper looks at how marketing processes are getting more complex and how MRM could provide a valuable tool in managing this complexity. It also explores some of the issues affecting delivery and the potential business benefits of MRM.
Article PDF
Similar content being viewed by others
Author information
Authors and Affiliations
Rights and permissions
About this article
Cite this article
Doyle, S. Software review: The role of workflow and marketing resource management technologies in supporting marketing – The last bastion for technology in marketing. J Database Mark Cust Strategy Manag 11, 83–88 (2003). https://doi.org/10.1057/palgrave.dbm.3240207
Received:
Published:
Issue Date:
DOI: https://doi.org/10.1057/palgrave.dbm.3240207