Account-Based Marketing with CRM and Marketing Automation

Klaus Heinzelbecker ()
Additional contact information
Klaus Heinzelbecker: Institute for Sales and Marketing Automation (IFSMA)

A chapter in Marketing and Sales Automation, 2023, pp 189-212 from Springer

Abstract: Abstract In Germany, digitization in companies is closely associated with the term Industry 4.0. Accordingly, the focus is primarily on application areas in production and logistics (Dirks & Rohleder, 2016, p. 6). According to a Bitkom survey, four out of five German companies now have a digitization strategy (Berg, 2018), but only around half have a digitization strategy for marketing and sales (Hannig et al., 2019b, p. 16).

Date: 2023
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-031-20040-3_12

Ordering information: This item can be ordered from
http://www.springer.com/9783031200403

DOI: 10.1007/978-3-031-20040-3_12

Access Statistics for this chapter

More chapters in Management for Professionals from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().