Marketing Resource Management | Jansen & Riemersma
Notes adapted from the book Marketing Resource Management by Jansen and Riemersma
- Product Information Management (PIM)
- Digital Asset Management (DAM)
- Marketing Asset Managemet (MAM)
Customers protect themselves from the onslaught of unfamiliarity by giving greater loyaalty to those they know and trust.
Marketing operational volumes – the volume of unique marketing materials produced by a marketing department in a certain period.
Few marketers know the volume and diversity of marketing materials that their company produces on a monthly base.
An exponetial curve approximates a straight line when viewed for a brief enough duration.
Four Marketing Efficiency Directions
- Cheaper – cost
- Faster – turn-around-times
- Better – quality
- More – volume
What needs to be created, by whom, using which technology, under which budget, in what timeframe?
- Materials – input and output
- Men/women – huma resource
- Machines – infrastructure
- Money – budgets
- Minutes – time
A brilliant idea is measured by its effectiveness
A brilliant execution is meaured by its efficiency
efficiency equals – the ratio of the output to the input of any system.
“I’m confused… But on a higher level” – Groucho Marx
Three main processes
- Create: content/publishing
- Produce: ordering/production
- Distribute: channel/end user
Create once, use many”
“Starbucks staffed and re-staffed head of marketing give times in severn years; coca-cola changed its CMO four times in six years; Kinkos staffed the position three times in five years.
Today’s CMO is forced into a short-term point of iew, dirven by short tenur and relentless quartlery performance pressure. If a CMO has less than 3 years on average to succeed they are not going to be motivated towars longer term MOM or MRM marketing process renegineering, but by quick wins and shorterm results that impact their careers” Bruce Biegel, MD, Winterberry Group, 2008
We can get greater quantities of every other resource we need except time – Peter Drucker
- Define Objectives
- Define Scope
- Allocate resources