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Magic Quadrant for Integrated Marketing Management


Integrated marketing management (IMM) represents the marketing strategy, process automation and technologies required to integrate people, processes, campaigns, channels, resources and technologies across the marketing ecosystem. IMM supports closed-loop marketing by integrating operational, executional and analytical marketing processes. The closed-loop process starts at the concept/idea and goes through to planning to resource allocation to creation/project management to piloting to full-scale execution to, ultimately, evaluation and analysis that feeds back into and helps optimize ideas and planning. Vendors in this market provide an integrated set of marketing functionality that integrates executional, operational and analytical marketing processes. These may not all reside in the same solution, but should be preintegrated if they are not on the same architecture. Clients must assess the architecture and integrated nature of the solutions, as well as the robustness of required functionality.

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Published:  May 12, 2015
Type:  White Paper