Correspondence: Romek Jansen, MRMlogiQ, 1e Oosterparkstraat 219, Amsterdam 1091 HA, The Netherlands. Tel: +31 (0)6 430 47 311; E-mails: info@mrmlogiq.com, www.mrmlogiq.com, RomekJansen@mrmlogiq.com

¹worked as a marketing manager for an international publisher and a business intelligence software company, after a career in sports marketing. Nowadays, he works as a business consultant, helping companies to maximize their operational marketing efficiency. Romek worked on the design and implementation of an ordering/procurement/distribution solution for Hewlett Packard's "Operation One Voice" during its merger with Compaq.

²worked as a consultant and successfully delivered MRM projects for HP EMEA, Unilever and Adidas global, after a career in internet and mobile marketing. As a consultant, Frans helps marketing services departments of large companies, supporting them from organizational change to implementation of web applications, intranets, extranets, websites, mobile marketing services, interactive television and IVR solutions.

Abstract

The marketing function is becoming more complex. Marketers are trying to launch more campaigns in shorter timeframes addressing more target audiences. In the process of bringing your marketing message to the consumer, you need many different processes, skill sets supported by a variety of software, ranging from DAM to CRM, including also ERP and BI. With these facts in mind, we discuss a model called the "10 functional areas of marketing." This model helps marketers to create an integrated marketing environment that performs better, faster and cheaper. Vice versa, the model helps software vendors to create their own roadmap for new functionality.