With the segmentation of many traditional markets, the establishment of new distribution channels, the growth of e-commerce and significant changes in consumer behaviour, marketing management is faced with challenges that seem to multiply daily. Corporations typically have to reach out to many different markets simultaneously and be in a position to constantly and accurately monitor marketing performance. Marketers are becoming increasingly accountable and must be able to demonstrate quantifiable results. Accurate management feedback and marketing campaign co-ordination is almost impossible to achieve without an enterprise wide integrated marketing system.