If one-third of the value of your company relates to goodwill, represented by the brand, you'd better have full control over marketing activities and resources. You can be creative in the ideas for your campaigns as long as you are structured in the management of those campaigns. Creativity and structure, it takes both skills to be the perfect marketer.
Integrating marketing into the company is linking marketing, including operations, back to corporate strategy. To develop a Marketing Resource Management (MRM) strategy you need to agree on the 4 efficiency directions, you need to select from the 10 Functional Areas and you need to allocate 5 marketing resources. This book provides the logic required.
"Logic is often missing from large Brand Marketing departments. Taking MRM seriously and creating willingness to break away from the 'we don't do it that way here' mentality can lead to huge benefits in not only money -but more importantly to most Marketing Directors- time and quality of marketing to your consumer." - John van Tuyll, Global Marketing Operations Manager Adidas & MRM lover.
"An intriguing insight into the world of MRM. The clarity and logic that this book brings will challenge all marketers to question how well placed they are to drive real efficiencies through the entire marketing process." - Dan Harvie, Marketing Services & Retail Marketing Director, Electrolux Major Appliances Europe.
"Make your marketing spend more transparent and efficient without sacrificing creativity - read this book. Jansen & Riemersma know their stuff." - Marc Maisonneuve, Communications Manager, Yamaha Motor Europe.
"This book will help you get back to basics, creating workflow efficiencies and teamwork." - BJ Gray, AVP of Marketing Operations, Victoria's Secret.
"A clear, well articulated explanation of MRM - helping to build the case for change." - Nic Lund, Global Programme Manager, Diageo.
