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Erschienen in:

2021 | OriginalPaper | Buchkapitel

8. Marketing Automation: Defining the Organizational Framework

verfasst von : Alexander Mrohs

Erschienen in: B2B Marketing

Verlag: Springer International Publishing

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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.

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Vorheriges Kapitel To Brand or Not to Brand: An Introduction to B2B Branding

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Titel: Marketing Automation: Defining the Organizational Framework
verfasst von: Alexander Mrohs
Verlag: Springer International Publishing
Buch: B2B Marketing
Print ISBN: 978-3-030-54291-7

Electronic ISBN: 978-3-030-54292-4

Copyright-Jahr: 2021
DOI: https://doi.org/10.1007/978-3-030-54292-4_8