TECHNOLOGY: Revolutionary concept or reality check?
The term Marketing Resource Management (MRM) was coined by Gartner in 2001 to describe a suite of software which automates the key background processes driving marketing campaigns. The different stages of planning and budgeting, manufacturing marketing materials, distribution and reporting, etc. can all be managed using MRM software. Each application functions independently but is linked and anything entered by individual users can be viewed by all others. Triggers built into the system act as 'nudges'; if approval is delayed or a mailing required then a trigger prompts the necessary action.