Enterprise Marketing Management

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Enterprise Marketing Management , EMM for short, stands for the holistic and process-oriented management of the entire marketing and sales chain in larger companies.

Goal setting

The intention is to improve marketing performance while aligning all activities with the corporate strategy. The developments in value chain management in recent decades serve as a blueprint for this. The EMM approach essentially aims to specify, structure, rationalize and automate marketing processes and the associated increase in efficiency and effectiveness.

EMM is a holistic approach and combines several aspects of marketing such as resource management, lead management, campaign management, etc. All information , data and processes are managed centrally by software. This allows real-time insights into the performance status. The EMM approach promises a better understanding of the customer, a quick, efficient and individual approach to customers via all communication channels, as well as an increase in sales while reducing costs at the same time.

Subcategories

EMM comprises the areas of MPM (Marketing Performance Management Xwx), MOM (Marketing Operations Management), MRM ( Marketing Resource Management ).

See also

Individual evidence

  1. ↑ What is EMM? Definition in the blog post from the German Institute for Marketing (DIM) on June 13, 2008.
  2. ↑ Questions and Answers on EMM. EMM software vendor blog post dated September 24, 2009.
  3. ↑ Sebastian Link: Enterprise Marketing Management - Old Wine in New Bottles? In: Michael Bernecker, Werner Pepels: Yearbook Marketing 2009. Trending topics and tendencies. Johanna Verlag, Cologne 2009, ISBN 978-3-937763-06-4 , pp. 173-188.

literature

  • Ismail Celik: Campaign management within a CRM system: conception and implementation. VDM Verlag Dr. Müller, 2007, ISBN 978-3-8364-0417-4 .
  • Peter Winkelmann: Marketing and Sales. Foundations for market-oriented corporate management. Oldenbourg Publishing Group, 2008, ISBN 978-3-486-58656-5 .
  • Uwe Seebacher, Axel Güpner: Marketing Resource Management - This is how marketers rush to the top of the company. USP Publishing, Munich, 2011, ISBN 978-3-937461-18-2 .
  • Domenik Spiegelberg: Enterprise Marketing Management - Information logistics for the marketing of tomorrow. SpringerGabler-Verlag, Heidelberg 2013, ISBN 978-3-658-00531-3 . (Abstract)