Automation Marketing in Research Unit — Real Value or Effectiveness Fantasy

Jarosławska-Sobór Sylwia (), Dulewski Mateusz () and Wasilewski Filip ()
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Jarosławska-Sobór Sylwia: Główny Instytut Górnictwa
Dulewski Mateusz: Główny Instytut Górnictwa
Wasilewski Filip: Główny Instytut Górnictwa

Marketing of Scientific and Research Organizations, 2019, vol. 34, issue 4, 21-42

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.

Keywords: marketing; automation; MA; lead generation (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mosaro:v:34:y:2019:i:4:p:21-42:n:2

DOI: 10.2478/minib-2019-0050

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