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Prof. dr hab. Ireneusz P. Rutkowski
Prof. dr hab. Ireneusz P. Rutkowski
ORCID: 0000-0002-3821-3533
Ireneusz P. Rutkowski is a professor of economics, head of Department of Market Research and Services at the Marketing Institute, Poznań University of Economics and Business. Expert of the National Center for Research and Development, member of the Product Development Management Association, the Polish Scientific Society of Marketing, the Scientific Society of Organization and Management and the Polish Economic Society. Author of 10 books and almost other 200 scientific and popular science
DOI: 10.33226/1231-7853.2020.6.1
JEL: L81, M31, M21, M15

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.

Keywords: marketing; marketing automation; functions; effects of marketing automation; intelligent technologies; RFID; Internet of Things

Ireneusz P. Rutkowski is a professor of economics, head of Department of Market Research and Services at the Marketing Institute, Poznań University of Economics and Business. Expert of the National Center for Research and Development, member of the Product Development Management Association, the Polish Scientific Society of Marketing, the Scientific Society of Organization and Management and the Polish Economic Society. Author of 10 books and almost other 200 scientific and popular science publications on product strategy, product management, new product development, marketing strategies, market research methods, and application of information systems in commercial enterprises.