<abstract xmlns="http://www.w3.org/1999/xhtml"><p>The aim of the article is to present the issue of Marketing Automation (MA, automation of marketing) and the possibilities of its use in the operational activity of research and scientific entities. MA is a modern, advanced technological solution aimed at improving marketing processes and wider use of data on the market and customers. In recent years it has been one of the most important trends in modern marketing, at the same time posing a real challenge for organizations operating in the field of science and research. The article discusses the experience of the Central Mining Institute, related to the implementation of solutions such as Marketing Automation, treated here as a case study.</p></abstract>

The aim of the article is to present the issue of Marketing Automation (MA, automation of marketing) and the possibilities of its use in the operational activity of research and scientific entities. MA is a modern, advanced technological solution aimed at improving marketing processes and wider use of data on the market and customers. In recent years it has been one of the most important trends in modern marketing, at the same time posing a real challenge for organizations operating in the field of science and research. The article discusses the experience of the Central Mining Institute, related to the implementation of solutions such as Marketing Automation, treated here as a case study.

Automation Marketing in Research Unit — Real Value or Effectiveness Fantasy

Marketing of Scientific and Research Organizations

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"Automation Marketing in Research Unit \u2014 Real Value or Effectiveness Fantasy"}

The aim of the article is to present the issue of Marketing Automation (MA, automation of marketing) and the possibilities of its use in the operational...

Automation Marketing in Research Unit — Real Value or Effectiveness Fantasy

Published Online: Dec 21, 2019

Page range: 21 - 42

DOI: https://doi.org/10.2478/minib-2019-0050

Keywords
marketing, automation, MA, lead generation

© 2019 Sylwia Jarosławska-Sobór et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Automation Marketing in Research Unit — Real Value or Effectiveness Fantasy

Published Online: Dec 21, 2019

Page range: 21 - 42

DOI: https://doi.org/10.2478/minib-2019-0050

Keywordsmarketing, automation, MA, lead generation

© 2019 Sylwia Jarosławska-Sobór et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
marketing, automation, MA, lead generation