Question

Topic: Research/Metrics

Article On 'marketing Research Management' , 2010

Posted by Anonymous on 6/4/2010 at 12:57 PM ET 125 Points
In need of a recent (2010) article explaining the benefits of using marketing research management. My readers know what MRM is, but I would like to provide them with reasons why it works in hopes of attaining their business in the future. Any help at all would be greatly appreciated!

Thanks!
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RESPONSES

  • Posted by koen.h.pauwels on 6/4/2010 at 1:06 PM Member
    Would love to help, but what article are you talking about?
  • Posted on 6/4/2010 at 1:21 PM Author
    Any article, journal entry, essay, etc. that explains the benefits of using a marketing resource management solution. I have searched MarketingProfs to try and find such an entry and have come up empty handed. I am hoping someone else has found it on here or knows of another source where I can find it.
  • Posted by koen.h.pauwels on 6/4/2010 at 1:46 PM Accepted
    Sorry, i misunderstood your question: here is a recent article:

    Metrics that Matter (Journal of Advertising Research 2009): freely available as the first highlight article in:

    https://mba.tuck.dartmouth.edu/pages/faculty/koen.pauwels/

  • Posted by SteveByrneMarketing on 6/4/2010 at 1:48 PM Accepted
    Hi Jachawk,

    To most marketers the acronym "MRM" refers to "marketing resource management". It has placed marketing into the enterprise class of software solutions for business. Is it possible this is what you are seeking?

    https://www.mrm-explained.com/
  • Posted on 6/4/2010 at 1:53 PM Author
    Yes ... I miswrote my title. I had "research" on the brain as that was exactly what I was doing ... researching. I did in fact mean to write "marketing resource management".

    My apologies!
  • Posted on 6/4/2010 at 2:06 PM Author
    I appreciate both of your quick responses.

    I am still trying to figure out exactly what I need, but with both of your responses I am getting a better idea. I guess I need to be more specific with what I am looking for.

    I will be creating a 3-4 page news article that I will send out to prospective clients in hopes of attaining their business and need a 1-2 page article on the pros of MRM to persuade them to invest. An article that explains the benefits of investing in such a product.

    Does that help?
  • Posted by SteveByrneMarketing on 6/4/2010 at 2:51 PM Member
    Here are two of the leading brands in this segment.

    unica.com
    aprimo.com

    Perhaps you will find content of interest on their sites.

    good luck,

    Steve
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