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Marketing Automation als Framework für die konsequente Entwicklung der Marketing-Prozesse und Kundenansprache

In: Praxishandbuch B2B-Marketing

Author

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  • Alexander Mrohs

Abstract

Zusammenfassung Marketing Automation spielt die zentrale Rolle in Inbound-Strategien. Dabei verändert Marketing Automation nicht nur die Kundeninteraktion entlang des gesamten Kundenlebenszyklus, sondern auch die Zusammenarbeit in der Organisation. Dieser Artikel zeigt, wie Marketing und Vertrieb durch Marketing Automation gestärkt werden und erklärt, weshalb Marketing Automation ein Modell zur nachhaltigen Organisationsentwicklung und daher ein Managementthema ist.

Suggested Citation

  • Alexander Mrohs, 2021. "Marketing Automation als Framework für die konsequente Entwicklung der Marketing-Prozesse und Kundenansprache," Springer Books, in: Uwe Seebacher (ed.), Praxishandbuch B2B-Marketing, pages 247-265, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-31651-8_9
    DOI: 10.1007/978-3-658-31651-8_9
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