MarTech 8000: How to Survive in Jurassic Park of Dazzling Marketing Solutions

Uwe G. Seebacher ()

Chapter 4 in B2B Marketing, 2021, pp 89-117 from Springer

Abstract: Abstract Between 2011 and 2020, the number of available products and solutions in the field of sales and marketing automation exploded from 150 to over 8000. This chapter provides a procedural model for minimizing costs and risks by finding a sustainable way through this Jurassic Park of colorful, supposed all-rounders and not drowning in a swamp of perfectly prepared case studies.

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-030-54292-4_4

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DOI: 10.1007/978-3-030-54292-4_4

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