Marketing Resource Management

Marketing Resource Management (MRM) is a systematic method of managing marketing resources such as digital assets, collateral, schedules, forecasts and budgets. The concept applies operations management techniques used in production/manufacturing environments such as Supply Chain Management (SCM) and Enterprise Resource Planning (ERP) to the marketing function. MRM systems are closely related to Digital Asset Management or Customer Relationship Management (CRM) applications and tend to concentrate on providing digital tools to help marketing departments produce or deliver marketing collateral (e.g. brochures, direct mail or e-mail). They are often used in combination with relationship marketing techniques, for example, to generate personalised sales collateral based on the profile of a prospect. MRM systems also use workflow tools to integrate the different elements of a solution and provide an approval/sign off mechanism for the resources that are created or represented.