Marketing Automation: Defining the Organizational Framework

Alexander Mrohs ()

Chapter 8 in B2B Marketing, 2021, pp 211-227 from Springer

Abstract: Abstract Marketing automation plays the central role in inbound strategies. Marketing automation not only changes customer interaction throughout the entire customer life cycle, but also the way the organization works together. This chapter shows how marketing and sales are empowered by Marketing Automation and explain why Marketing Automation is an organizational framework and therefore a management issue.

Date: 2021
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DOI: 10.1007/978-3-030-54292-4_8

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