Correspondence: Atilla Kerpisci, NykampNyboer, Olympisch Stadion 6, Amsterdam 1076 DE, The Netherlands. Tel: +31 (0)541 53 09 00; Mobile: + 31 (0)6 21 24 67 52; Fax: +31 (0)541 53 03 07; E-mail: a.kerpisci@nykampnyboer.com Web: www.nykampnyboer.com

¹has more than 15 years of experience in Marketing, Business Development, Account Management and e-Consultancy. As a business consultant (eg at KPN and others), he translated various business and marketing objectives in different sectors (Utilities, Industry, Public, Agricultural, IT and Retail) into functional, organizational and technical solutions, especially in the area of telecommunications, e-Business, and Brand and Identity Management. As a Director e-Services with NykampNyboer — Managing Visual Performance —, he is now responsible for the portfolio, marketing and sales of all e-solutions in the area of brand management, marketing operations and print management solutions. (NykampNyboer, a Dutch-based company, is a market leader in visual identity implementation and management. The activities and services of NykampNyboer consist of project and process management, consultancy and integrated solutions, to help customers implement and managing their identity, brand and to apply it consistently and correctly in all corporate and marketing communications. In the 16 years existence, a wide portfolio of national and international customers make use of the NykampNyboer services, such as Heineken, Corus, Starbucks, ABN AMRO, Randstad, etc.)

Abstract

Is marketing resource management (MRM) a hype or a must-have? It is certain you have come across references to MRM before. MRM adds to your means of marketing communication and allows the full integration of a variety of marketing processes, but also beware of the pitfalls and fairytales.