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The Financial Effect of Marketing Automation of International Fashion Companies Revealed in Different Host Countries by the Example of Marks&Spencer in Russia and Turkey

Student: Irina Belitsa

Supervisor: Tatyana S. Babkina

Faculty: Faculty of World Economy and International Affairs

Educational Programme: International Business (Master)

Year of Graduation: 2020

Automation plays leading role in today's business. More and more processes are tend to be automatized. Nevertheless, theme of automation under heated debates in many industries. The new automation trend is marketing automation. Despite the fact that last 10 year this kind of optimization has attracted a lot of companies and helped to achieve business objectives, in marketing automation sphere there is still no unite opinion on number of automation tools and its effectiveness. Variety of industries discuss necessity and level of optimal marketing automation. Approximately two decades ago, Bucklin, Lehmann, and Little (1998) wrote that the role of technology in marketing is to move from ‘decision support to decision automation’ by 2020.

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