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Marketing accountability and marketing automation: evidence from Portugal
EuroMed Journal of Business
PurposeThe present study seeks to outline the role of marketing automation (MA) in measuring the return on marketing activities and the challenges associated with reaching accountability in marketing.Design/methodology/approachTo investigate the objective of the study, the authors adopted a qualitative approach, conducting an exploratory study among ten key informants located in Portugal.FindingsBased on the results of the qualitative analysis, a conceptual framework is proposed, which includesdoi:10.1108/emjb-11-2020-0117 fatcat:zl4jjbs4tbcf3axzir2ls333ii