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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
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    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.
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