Evaluating campaign management or MRM vendors: A business view point

Abstract

This paper provides a practical guide to the evaluation of campaign management and marketing resource management vendors. It is aimed at senior marketing managers and other marketing users who are going to be part of the evaluation process.Journal of Database Marketing & Customer Strategy Management (2006) 14, 78–85. doi:10.1057/palgrave.dbm.3250038 [ABSTRACT FROM AUTHOR]