Automating marketing campaign management through an agent-based workflow management systemAutomating marketing campaign management through an agent-based workflow management system Πλήρης Δημοσίευση σε Συνέδριο Conference Full Paper 2015-11-042009enMarketing campaigns are an important marketing process that support the communication of brands and products to the wide public. Although a campaign may be significantly different from another, the main steps have been outlined by marketing experts, making a formal representation of the campaign workflow possible. In this paper, we advocate that using a process definition language to describe the marketing campaigns, we can support the management of multiple concurrent campaigns through automation. A multi-agent architecture is proposed to frame a workflow management system so that extensive integration of heterogeneous resources is achieved. These resources may refer to humans, software tools, machines or organizational assets, all required for the actual execution of a campaign. The coordination of the resources is based on the agent brokering paradigm and on scheduling algorithms. A prototype architecture, extending the open source platform WADE, is summarized and presented in a dedicated section, while an outline of the critical functions is also attached.http://creativecommons.org/licenses/by/4.0/37-45International Conference on Recent Advances in Computer Engineering Matsatsinis Nikolaos Ματσατσινης Νικολαος Delias Pavlos Δελιας Παυλος Doulamis Anastasios Δουλαμης Αναστασιος Klimis Ntalianis Finance, Personal--Marketing Marketing of financial planning services financial planners marketing finance personal marketing marketing of financial planning services