Marketing Automation. Revolutionizing Marketing Practices and its Impact on the Employability of Future Marketing Professionals

      Аннотация: Over the last couple of centuries, the importance of automation has grown exponentially given the increasing complexity that modern world products and services demand. As such, in order to keep up with that level of innovation, the business functions needed to manage, market, and sell those offerings need to be regularly overhauled, specially whenever new technologies come up that could facilitate that overhaul. In the case of this book, the technology in question is marketing automation. Specifically, the idea is to offer a concrete definition of what marketing automation is, what it entails, and what really counts as marketing automation, as well as how it evolved over time. Moreover, it is about finding out how marketing automation and its tools impact business' existing marketing practices, the marketing professionals operating in marketing roles, and most importantly, how they would impact the education and training of future marketing professionals.

Ключевые слова: Marketing Automation, digital marketing, marketing, Business Automation, Marketing Education