A Primer on Marketing Automation for Instructors of College-Level Marketing Courses
As the following paragraph documents, marketing executives at top firms in the U.S. and E.U. are realizing that they must cultivate close working relationships with their information technology (IT) departments so that they can efficiently enhance the effectiveness of their marketing endeavors. A prime motivating factor behind this reality has been the rapid and continued development of marketing automation. Since this topic ordinarily receives either no, or at the most limited coverage in most entry-level college marketing textbooks, the authors provide here a primer on marketing automation. While the focus of this primer is on the marketing automation opportunities available to small- and medium-sized enterprises (SMEs), thediscussion can easily be expanded to include the use of marketing automation by large firms.
Finance and General Business
marketing automation, SME, marketing process efficiency, sales efficiency, lead scoring, prospect tracking, targeted e-mail
Paul Chaney, James Pettijohn. "A Primer on Marketing Automation for Instructors of College-Level Marketing Courses." Journal of Management and Marketing Research 20 (2017).
Journal of Management and Marketing Research