The aim of the article is to show, on the basis of literature sources, the evolution of market analysis, market research and marketing research, used in the field of enterprise marketing management. For many years of research, experimentation and innovation, researchers have had many methodologies, techniques and tools at their disposal. Currently, many methodologies have moved to the Internet. However, the first scientific publications on market analysis did not appear until the 1920s. According to the author of this article, a valuable example to discuss is Percival White's publication Market Analysis. Its Principles and Methods over a hundred years ago. This time distance shows the scale of scientific achievements, the development of knowledge about market and marketing research, which constitute a solid foundation for contemporary knowledge in this area. As with any discipline, understanding the origins, patterns and natural development of thought in market and marketing research is a prerequisite for understanding its role in modern business models or marketing strategies supported by automation and Internet techniques. The research method used in this paper is a literature review in the area of market analysis and marketing research. This article presents a timeline of the evolution of market and marketing research that allows you to understand the origins of the research methodology and technique we rely on in the third decade of the 21st century. Understanding the context of contemporary research is therefore complex. Currently, with statistical applications, marketing automation, dozens of tools and methodologies at their disposal, scientific institutions, market research agencies draw on a large ecosystem of methodologies and tools to provide a much more comprehensive picture of the market, competition and customers.

Conflicting information about the success and failure rates of new products introduced on the market is presented in scientific publications as well as in research reports from consulting agencies and online sources, that have appeared in the last 60 years. Theoretical and empirical research reveals, that despite implementing new product development best practices, many projects fail with new product strategies. But are failure rates as high as 90% true? This would mean, that high costs of product innovation are incurred by many stakeholders, who create a specific network of relationships, not just the enterprise. It can be assumed, that project teams responsible for development and introduction of a new product on the market would not accept such a high risk rate of new product failure, with an extremely low level of business security, including success of new product on the market. The conditions in which companies operate influence the strategic and operational marketing activities of an organization. It is therefore no surprise, that the effects of managing new products, including process of their development, are becoming more and more important issues in the scientific literature and economic practice regarding product innovations. The aim of the article is to present the real market effects of new products, success and failure rates, from the point of view of companies representing various industries. Research measures in the field of marketing and sales effects of new products in enterprises are also proposed. The author assumes that the review and conceptual nature of this research is dominant.

Marketing automation is a combination of software and business strategy. Enables you to educate and nurture potential customers using highly personalized, useful content that helps transform potential customers into company's satisfied customers. Marketing automation software identifies potential customers and then directs the appropriate personalized marketing message to them. The program automatically prepares offers and advertising content and sends them to a specific group of customers, based on the previously created contact database. The purpose of this chapter is to discuss the functions, expected effects and products of marketing automation, RFID and Internet of Things (IoT). The integration of inteligent technologies means that information for decision-making processes can be delivered from the entire supply chain and products identified in the RFID network, as well as from customers. The article indicates research directions of the scope of using marketing automation and sales platforms in enterprises. In recent years, despite the growing interest and increased use of intelligent technologies to automate sales and marketing processes, there is a surprising lack of research on how and why marketers use these platforms. This gap in knowledge can be filled by research to better understand who uses intelligent technologies, for what purpose and what are the conditions for success in implementing these innovative information technologies. The author assumes that dominates the review and conceptual nature of this scientific study.