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

Five resources

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

1. Create: content/publishing
2. Produce: ordering/production
3. 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

1. Consolidate
2. Standardize
3. Automate

Originally posted 2009-03-28 23:00:11.

• SIPOC Value Chain | Suppliers Inputs Process Outputs Customers I really do love the SIPOC model. It's so versatile for industry supplier chain analysis, internal business process analysis, and...
• TOC Marketing The best kept secret breakthrough in marketing and business strategy is... (drum roll) TOC Marketing. Or in full: Theory of...
• Tested Advertising Methods by John Caples Notes from the book Tested Advertising Methods by John Caples Caples 3 step approach to creativity Capture the prospects attention...
• About Me Purpose To help bring about a better world through combining marketing, product development, and efficient business practice. Values Individuality. Liberty....
• 6 Aggresive Marketing Components Here are the 6 aspects I have identified over the evolution of marketing on the web since 1998. They define...

• What is Debt Leverage? Leverage is a term that is often used synonymously with debt, and for this reason, it is important that people...
• How To Pick a Winning Mutual Fund For most investors, beating the market is the holy grail of investing.  So few people manage to do it that...
• Time To Invest In Mutual Funds? I was reading this article from the New York Times by Tim Gray called "Three Strategies That Kept Sizzling: Ken...
• 5 Reasons to Implement a Managed IT Services Solution Information Technology services are essential to the success of every organization, large or small. With increasingly competitive business environments, CEOs...
• 5 Key Benefits of Outsourcing When most people think of outsourcing, they automatically think of a reduction in personnel costs as the key benefit. While...