ABSTRACT
What is marketing automation? Marketing practices have historically been very ad hoc. Some of the major companies, particularly fast-moving consumer goods companies such as Unilever and Procter and Gamble, have bucked the trend and developed marketing processes which brand managers and market managers are obliged to follow. However, they are the exception. In general, marketers have not been structured in the way that they plan, implement, evaluate and control their marketing strategies and tactics. Marketing automation has brought increased rigour to marketing processes. The term marketing automation (MA) can be defi ned as follows:
Marketing automation is the application of computerized technologies to support marketers and marketing management in the achievement of their work-related objectives.
