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Publikation Social Media: Schritt für Schritt zum Erfolg(Beobachter Edition, 2020) Dalla Vecchia, Martina; Vogel, Tanja; Zachlod, Cécile; Peter, Marc K.; Niedermann, AndréSocial Media Marketing für KMU. Mit einem Überblick der Methoden und dem Social Media Framework im Besonderen: 1. Social Media Strategie. 2. Social Media Organisation, 3. Social Media Plattformen, 4. Social Media Publikation 5. Social Media Monitoring.04A - Beitrag SammelbandPublikation Marketing automation. A project framework in support of digital transformation(Springer, 2018) Dalla Vecchia, Martina; Peter, Marc K.; Dornberger, RolfWhile the benefits of marketing technologies in organizations were already being discussed in the 1960s, the contemporary approach to Marketing Automation has only been in existence for a few years. This chapter addresses the digital opportunities in marketing as an important component of an organization’s digital transformation initiative. Driven by various business challenges centered around the organization’s customers and market channels, the goal of this literature review is to provide an overview of the potential applications of Marketing Automation and the growing market of available software solutions. A particular focus is set on a pragmatic best practice framework for Marketing Automation that includes all major components, ranging from strategic considerations, customer journey analysis to use cases along with data management, content marketing and channel management. While there are some simple implementation opportunities, a best practice framework will support an organization to achieve its ambitious goals. However, the opportunities for Marketing Automation are still evolving as new tools and channels come on to the market.04A - Beitrag SammelbandPublikation Business Analytics aus der Cloud: Möglichkeiten und Herausforderungen(2017) Gatziu Grivas, Stella; Witschel, Hans Friedrich; Peter, Marc K.04A - Beitrag Sammelband