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	March 8, 2007 What Marketers Need To Know About MRM Marketing Resource Management Improves Efficiency, Not Effectiveness by Suresh Vittal with Elana Anderson, Dave Frankland	Average: 9  (1 rating)

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Executive Summary

Over the past few years, marketing resource management (MRM) has generated significant industry buzz and interest from marketers. The functionality MRM software delivers helps to automate the workflow for marketing planning, budgeting, and asset creation. Yet MRM has not evolved into a viable standalone market. Independent vendors like Aprimo, Assetlink, and Elateral remain small or are actively expanding their focus to include marketing execution. Forrester believes that MRM delivers critical functionality to the Marketing Technology Backbone, but marketers should be wary of standalone solutions.

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