MRM; making DAM and CRM stick together: The ten functional areas of marketing

Abstract

The marketing function is becoming more complex. Marketers are trying to launch more campaigns in shorter timeframes addressing more target audiences. In the process of bringing your marketing message to the consumer, you need many different processes, skill sets supported by a variety of software, ranging from DAM to CRM, including also ERP and BI. With these facts in mind, we discuss a model called the “10 functional areas of marketing.” This model helps marketers to create an integrated marketing environment that performs better, faster and cheaper. Vice versa, the model helps software vendors to create their own roadmap for new functionality.Journal of Digital Asset Management (2007) 3, 65–70. doi:10.1057/palgrave.dam.3650066 [ABSTRACT FROM AUTHOR], Copyright of Journal of Digital Asset Management is the property of Palgrave Macmillan Ltd. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permissio)