Publicação
Development of marketing automation : next steps and future avenues
| Resumo: | Automating marketing operations has become a prevalent strategy for businesses seeking to enhance customer acquisition, journeys, engagement, and retention. This systematic literature review intends to explore the impact of marketing automation (MA) on the critical aspects of customer relationship management through a comprehensive review of the most reputable and peer-reviewed journals. The major themes, theoretical approaches, patterns, and insights into the effectiveness of MA in improving marketing operations and complementing sales operations. Overall, this inquiry aims to synthesise the findings, providing a holistic understanding of MA and a basis for future theoretical and practical streams. Continuously optimising customers’ experience and usability, integrating new technologies, ensuring collaboration among stakeholders, and maintaining accurate reporting systems are imperative to successful adoption of MA. |
|---|---|
| Autores principais: | Barros, Tiago Silva de |
| Assunto: | Marketing automation Marketing strategy Systematic literature review Bibliometrics |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Católica Portuguesa |
| Idioma: | inglês |
| Origem: | Veritati - Repositório Institucional da Universidade Católica Portuguesa |
| _version_ | 1866896043198644224 |
|---|---|
| author | Barros, Tiago Silva de |
| author_facet | Barros, Tiago Silva de |
| author_role | author |
| contributor_name_str_mv | Vlačić, Božidar Veritati |
| country_str | PT |
| creators_json_txt | [{\"Person.name\":\"Barros, Tiago Silva de\"}] |
| datacite.contributors.contributor.contributorName.fl_str_mv | Vlačić, Božidar Veritati |
| datacite.creators.creator.creatorName.fl_str_mv | Barros, Tiago Silva de |
| datacite.date.Accepted.fl_str_mv | 2024-07-15T00:00:00Z |
| datacite.date.available.fl_str_mv | 2025-03-03T18:54:14Z |
| datacite.date.embargoed.fl_str_mv | 2025-03-03T18:54:14Z |
| datacite.rights.fl_str_mv | http://purl.org/coar/access_right/c_abf2 |
| datacite.subjects.subject.fl_str_mv | Marketing automation Marketing strategy Systematic literature review Bibliometrics |
| datacite.titles.title.fl_str_mv | Development of marketing automation : next steps and future avenues |
| dc.contributor.none.fl_str_mv | Vlačić, Božidar Veritati |
| dc.creator.none.fl_str_mv | Barros, Tiago Silva de |
| dc.date.Accepted.fl_str_mv | 2024-07-15T00:00:00Z |
| dc.date.available.fl_str_mv | 2025-03-03T18:54:14Z |
| dc.date.embargoed.fl_str_mv | 2025-03-03T18:54:14Z |
| dc.format.none.fl_str_mv | application/pdf |
| dc.identifier.none.fl_str_mv | http://hdl.handle.net/10400.14/48398 |
| dc.language.none.fl_str_mv | eng |
| dc.rights.none.fl_str_mv | http://purl.org/coar/access_right/c_abf2 |
| dc.subject.none.fl_str_mv | Marketing automation Marketing strategy Systematic literature review Bibliometrics |
| dc.title.fl_str_mv | Development of marketing automation : next steps and future avenues |
| dc.type.none.fl_str_mv | http://purl.org/coar/resource_type/c_bdcc |
| description | Automating marketing operations has become a prevalent strategy for businesses seeking to enhance customer acquisition, journeys, engagement, and retention. This systematic literature review intends to explore the impact of marketing automation (MA) on the critical aspects of customer relationship management through a comprehensive review of the most reputable and peer-reviewed journals. The major themes, theoretical approaches, patterns, and insights into the effectiveness of MA in improving marketing operations and complementing sales operations. Overall, this inquiry aims to synthesise the findings, providing a holistic understanding of MA and a basis for future theoretical and practical streams. Continuously optimising customers’ experience and usability, integrating new technologies, ensuring collaboration among stakeholders, and maintaining accurate reporting systems are imperative to successful adoption of MA. |
| dirty | 0 |
| eu_rights_str_mv | openAccess |
| format | masterThesis |
| fulltext.url.fl_str_mv | https://repositorio.ucp.pt/bitstreams/952644de-7543-4cc6-895f-a20654360c5e/download |
| id | veritati_f5e0427914a00a26ab736692fa0cdbf2 |
| identifier.url.fl_str_mv | http://hdl.handle.net/10400.14/48398 |
| instacron_str | ucp |
| institution | Universidade Católica Portuguesa |
| instname_str | Universidade Católica Portuguesa |
| language | eng |
| network_acronym_str | veritati |
| network_name_str | Veritati - Repositório Institucional da Universidade Católica Portuguesa |
| oai_identifier_str | oai:repositorio.ucp.pt:10400.14/48398 |
| organization_str_mv | urn:organizationAcronym:ucp |
| person_str_mv | Barros, Tiago Silva de |
| publishDate | 2024 |
| reponame_str | Veritati - Repositório Institucional da Universidade Católica Portuguesa |
| repository_id_str | urn:repositoryAcronym:veritati |
| service_str_mv | urn:repositoryAcronym:veritati |
| spelling | engpt_PTAutomating marketing operations has become a prevalent strategy for businesses seeking to enhance customer acquisition, journeys, engagement, and retention. This systematic literature review intends to explore the impact of marketing automation (MA) on the critical aspects of customer relationship management through a comprehensive review of the most reputable and peer-reviewed journals. The major themes, theoretical approaches, patterns, and insights into the effectiveness of MA in improving marketing operations and complementing sales operations. Overall, this inquiry aims to synthesise the findings, providing a holistic understanding of MA and a basis for future theoretical and practical streams. Continuously optimising customers’ experience and usability, integrating new technologies, ensuring collaboration among stakeholders, and maintaining accurate reporting systems are imperative to successful adoption of MA.application/pdfpt_PTDevelopment of marketing automation : next steps and future avenuesBarros, Tiago Silva deVlačić, BožidarHostingInstitutionOrganizationalVeritatie-mailmailto:repositorio@ucp.ptrepositorio@ucp.ptURNurn:tid:2038867042025-03-03T18:54:14Z2024-07-152024-052024-07-15T00:00:00ZHandlehttp://hdl.handle.net/10400.14/48398http://purl.org/coar/access_right/c_abf2open accessMarketing automationMarketing strategySystematic literature reviewBibliometrics1724419 bytesliteraturehttp://purl.org/coar/resource_type/c_bdccmaster thesishttp://purl.org/coar/access_right/c_abf2application/pdffulltexthttps://repositorio.ucp.pt/bitstreams/952644de-7543-4cc6-895f-a20654360c5e/download |
| spellingShingle | Development of marketing automation : next steps and future avenues Barros, Tiago Silva de Marketing automation Marketing strategy Systematic literature review Bibliometrics |
| status | SINGLETON |
| subject.fl_str_mv | Marketing automation Marketing strategy Systematic literature review Bibliometrics |
| title | Development of marketing automation : next steps and future avenues |
| title_full | Development of marketing automation : next steps and future avenues |
| title_fullStr | Development of marketing automation : next steps and future avenues |
| title_full_unstemmed | Development of marketing automation : next steps and future avenues |
| title_short | Development of marketing automation : next steps and future avenues |
| title_sort | Development of marketing automation : next steps and future avenues |
| topic | Marketing automation Marketing strategy Systematic literature review Bibliometrics |
| topic_facet | Marketing automation Marketing strategy Systematic literature review Bibliometrics |
| url | http://hdl.handle.net/10400.14/48398 |
| visible | 1 |