Automation Marketing in Research Unit — Real Value or Effectiveness Fantasy

Open access

Summary

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.

If the inline PDF is not rendering correctly, you can download the PDF file here.

  • 1. Bagshaw A. (2015) What is marketing automation? Journal of Direct Data and Digital Marketing Practice 17 doi: 10.1057/dddmp.2015.46

  • 2. Bajdak A. (2016) Marketing Automation — technologia doskonaląca pracę działu marketingu w przedsiębiorstwie Studia Ekonomiczne. Zeszyty Naukowe Uniwersytetu Ekonomicznego w Katowicach No 255.

  • 3. Biegel B. (2009) The current view and outlook for the future of marketing automation Journal of Direct Data and Digital Marketing Practice 10 doi: 10.1057/dddmp.2008.37

  • 4. Błażewicz G. (2012) Marketing Automation — Nowa Szkoła Marketingu retrieved from www.sprawnymarketing.pl

  • 5. b2bmarketing (2015) Benchmarking Report Marketing Automation B2Bmarketing. net and Circle Research retrieved from www.b2bmarketing.net

  • 6. Heimbach I. Kostyra D. Hinz O. (2015) Marketing Automation Business & Information Systems Engineering: Vol. 57: Iss. 2 129–133.

  • 7. Järvinen J. Taiminen H. (2016) Harnessing marketing automation for B2B content marketing Industrial Marketing Management 54 164–175.

  • 8. Kordowski M. (2019) Marketing Automation Retrieved from https://marcinkordowski.com/

  • 9. Little JD (2001) Marketing automation on the internet UC Berkeley 5th Invitational Choice Symposium Monterey ibidem.

  • 10. Murphy D. (2018) Silver bullet or millstone? A review of success factors for implementation of marketing automation Cogent Business & Management 5: 1546416 doi. org/10.1080/23311975.2018.1546416

  • 11. Peszko K. Chrąchol-Barczyk U. (2015) Analiza potrzeb klientów za pomocą Marketing Automation Logistyka 2/2015.

  • 12. Prószyński J. Szarras J. (2016) Trzy kroki do marketing automation retrieved from www.marketerplus.pl

  • 13. Sales Manago (2014) Jakie korzyści dla działu sprzedaży niesie za sobą wdrożenie marketing automation retrieved from http://marketing-automation.pl/jakie-korzysci-dla-dzialu-sprzedazy-niesie-zasoba-wdrozenie-marketing-automation/

  • 14. Sweene E. (2018) Forrester: Marketing automation spend will reach $25B by 2023 retrieved from https://www.marketingdive.com/news/forrester-marketing-automation-spend-will-reach-25b-by-2023/522900/

  • 15. Todor R. (2016) Marketing automation Bulletin of the Transilvania University of Braæov Series V Vol. 9 (58) No. 2

  • 16. Worodyńska J. (2018) Notyfikacje web-push w sklepie internetowym retrieved from https://www.shoplo.pl/blog/notyfikacje-web-push-w-sklepie-internetowym/

Search
Journal information
Metrics
All Time Past Year Past 30 Days
Abstract Views 0 0 0
Full Text Views 40 40 21
PDF Downloads 37 37 21