Marketing Resource Management; The noble art of getting things done in marketing. Efficiently.

The Noble Art of Getting Things Done in Marketing ; Efficiently

Autori

• Frans Riemersma
• Romek Jansen

Parametri

• 268 pagine
• 10 ore di lettura

Maggiori informazioni sul libro

If one-third of your company's value is tied to goodwill, particularly your brand, it's essential to have complete control over marketing activities and resources. Balancing creativity with structured management is crucial for effective marketing. Integrating marketing with corporate strategy involves linking it to operations. Developing a Marketing Resource Management (MRM) strategy requires consensus on four efficiency directions, selection from ten functional areas, and allocation of five marketing resources. This book offers the necessary logic often lacking in large Brand Marketing departments. Embracing MRM and moving beyond the "we don't do it that way here" mindset can yield significant benefits, particularly in terms of time and marketing quality. John van Tuyll, Global Marketing Operations Manager at Adidas, emphasizes the importance of MRM for efficiency. Dan Harvie from Electrolux highlights the book's clarity, urging marketers to evaluate their ability to drive efficiencies. Marc Maisonneuve from Yamaha Motor Europe advocates for transparency and efficiency in marketing spend while maintaining creativity. BJ Gray from Victoria's Secret notes that the book aids in creating workflow efficiencies and teamwork. Nic Lund from Diageo appreciates the clear explanation of MRM, which builds a strong case for change.

Lingua: Inglese

Pubblicato: 2008

Rilegatura: (In brossura)