MRM: More for less in marketing
Authors: Riemersma, Frans1; Jansen, Romek2
Source: The Journal of Database Marketing & Customer Strategy Management, Volume 13, Number 2, 1 January 2006 , pp. 122-125(4)
Publisher: Palgrave Macmillan
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Document Type: Research article
DOI: 10.1057/palgrave.dbm.3240287
Affiliations: 1: 1has a masters degree in international business management. He started his professional career as an internet entrepreneur and pioneer in the vertical portal market. After seven years as a managing director, he started working as a business consultant and successfully delivered MRM projects for HP EMEA Trade Marketing and Adidas global. Besides MRM, he is currently focusing on mobile marketing services. Recently he stepped down from being a member of the board of the Interactive Professionals Association Netherlands (IPAN) to being the driving force behind MarketingGovernance.com. 2: 2started working for a sports marketing agency that integrates sponsorships into the companies overall marketing strategy whilst studying marketing and communiations at the University of Amsterdam. In the late 1990s he experienced daily corporate marketing challenges as a marketing manager for the largest publisher in the Netherlands. From 2001 onwards he worked as a business consultant, helping companies to maximise their operational marketing efficiency. One highlight is the design and implementation of an ordering/procurement/distribution solution for Hewlett Packardâ-™s â-˜Operation One Voiceâ-™ during its merger with Compaq. He is currently focusing on how to use BI/CPM tools and process innovation methodologies in the marketing space.
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