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This paper summarizes the findings on marketing automation and suitable tools, especially for companies in the Start-Up and early development phases.
It is based on Nadine Männel's bachelor thesis, which was supervised by Prof. Dr. Monika Engelen from October to December 2018. In addition to researching the basic theory of Start-Ups and Marketing Automation, 12 tools were analysed for their usability in Start-Ups.
The core content of this paper is both to create an understanding of marketing automa-tion and to derive concrete recommendations for applicable tools for marketing automation.