WHAT IS MARKETING AUTOMATION AND HOW COULD IT BE USED FOR BUSINESS?

Ioana Irina ()
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Ioana Irina: PhD student at Doctoral School of Economics and Business Administration Iasi, Romania

THE YEARBOOK OF THE "GH. ZANE" INSTITUTE OF ECONOMIC RESEARCHES, 2016, vol. 25, issue 1, 11-18

Abstract: During the past decades, technology continuously improved and developed new strategies for all existing industries, thus it built a huge product offer that could confuse customers. Marketing strategies had to align with industries’ development in order to build strong companies and make profits, so that was the starting point of the marketing automation idea. Even if we are talking about a market of billions of dollars, academic research is pretty poor on this subject, so this paper aims to provide an overview of marketing automation implementations and to explain providers’ success even if the software solutions they sell are very expensive

Keywords: marketing automation; marketing software; business perform (search for similar items in EconPapers)
Date: 2016
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