IDEAS home Printed from https://ideas.repec.org/a/vrs/mosaro/v34y2019i4p21-42n2.html
   My bibliography  Save this article

Automation Marketing in Research Unit — Real Value or Effectiveness Fantasy

Author

Listed:
  • Jarosławska-Sobór Sylwia

    (Główny Instytut Górnictwa)

  • Dulewski Mateusz

    (Główny Instytut Górnictwa)

  • Wasilewski Filip

    (Główny Instytut Górnictwa)

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.

Suggested Citation

  • Jarosławska-Sobór Sylwia & Dulewski Mateusz & Wasilewski Filip, 2019. "Automation Marketing in Research Unit — Real Value or Effectiveness Fantasy," Marketing of Scientific and Research Organizations, Sciendo, vol. 34(4), pages 21-42, December.
    • Handle: RePEc:vrs:mosaro:v:34:y:2019:i:4:p:21-42:n:2
    DOI: 10.2478/minib-2019-0050
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/minib-2019-0050
    Download Restriction: no
    File URL: https://libkey.io/10.2478/minib-2019-0050?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Daniel Murphy, 2018. "Silver bullet or millstone? A review of success factors for implementation of marketing automation," Cogent Business & Management, Taylor & Francis Journals, vol. 5(1), pages 1546416-154, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Daniela Corsaro & Isabella Maggioni & Mirko Olivieri, 2021. "Sales and marketing automation in the post-Covid-19 scenario: value drivers in B2B relationships," Italian Journal of Marketing, Springer, vol. 2021(4), pages 371-392, December.
    2. Erica Mingotto & Federica Montaguti & Michele Tamma, 2021. "Challenges in re-designing operations and jobs to embody AI and robotics in services. Findings from a case in the hospitality industry," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(3), pages 493-510, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:mosaro:v:34:y:2019:i:4:p:21-42:n:2. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.