Marketing administration, marketing resource management, enterprise marketing management, marketing operations management - whatever you call it, the notion of specialized software to help run marketing departments is increasingly popular. However, as typically happens with a new software category, the actual functions are unclear to many people. Vendors, of course, push for definitions that mirror the capabilities of their products, but users too are still trying to decide where to draw the boundaries between marketing management and other, overlapping systems.
The final answer will vary for different organizations and most likely continue to evolve over time; yet a close look at more than a dozen of the most prominent marketing management products at least gives a picture of what the vendors themselves feel is included in marketing management systems. The functions include five reasonably distinct applications, the first two of which (in rough order of frequency) are described here.
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