Home >> The Journal of Database Marketing & Customer Strategy Management, Volume 13, Number 2

Software review: Understanding marketing resource management (MRM) technologies and the implications for the delivery of a successful solution

Author: Doyle, Shaun

Source: The Journal of Database Marketing & Customer Strategy Management, Volume 13, Number 2, 1 January 2006 , pp. 173-178(6)

Publisher: Palgrave Macmillan

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Abstract:

This paper looks at the role of marketing resource management (MRM) technology, the typical capabilities supported and the critical success factors for an MRM project. It aims to provide guidance for those thinking of embarking on a process improvement project in marketing, where technology will be used.Journal of Database Marketing & Customer Strategy Management (2006) 13, 173-178; doi:10.1057/palgrave.dbm.3240293

Document Type: Research article

DOI: http://dx.doi.org/10.1057/palgrave.dbm.3240293

Publication date: 2006-01-01

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