Title: E-marketing and BPA coordination on business strategy

Authors: Nikolaos Katsonis; Michael Sfakianakis; Barbara Myloni; Dimitrios Theoharis

Addresses: Department of Business Administration, University of Patras, Greece ' Department of Business Administration, University of Piraeus, Greece ' Department of Business Administration, University of Patras, Greece '

Abstract: Business processes automation is part of the general strategy of a company. However, its application can lead to extra resources that can be used for other strategic purposes such as marketing activities. This organisational function can simplify and make the control of marketing actions easier as well as automated processes can also give significant advantages to an organisation by making the application of marketing choices and marketing strategy more effective and efficient. Higher and middle management employees, due to their position in an organisation, have different perspectives regarding the use and the usefulness of business processes automation. However, the participation, the knowledge and the commitment of both parties is a necessary factor for its success. On the other hand, e-marketing has greatly shaped consumer behaviour and it is a way of gaining competitive advantage against the competitors. The current study aims to detect any possible gaps and issues on the perceptions of higher and middle management employees and suggest possible and necessary actions that can ensure the effectiveness of business processes automation and e-marketing strategies on firm's performance.

Keywords: business process automation; BPA; e-marketing; marketing; strategic planning; business management.

DOI: 10.1504/IJIMA.2019.099499

International Journal of Internet Marketing and Advertising, 2019 Vol.13 No.2, pp.155 - 169

Received: 15 Feb 2018
Accepted: 05 May 2018

Published online: 29 Apr 2019 *

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