Inbound marketing as an integral part of the marketing strategy of a modern enterprise
Journal Title: Marketing Instytucji Naukowych i Badawczych - Year 2014, Vol 12, Issue 2
Abstract
The essential premise of this publication is to define the benefits brought to modern enterprises by introduction of multi-channel marketing strategy, or inbound marketing, to their business.This article defines the factors and processes that influence the effective course of actions undertaken in the framework of inbound marketing.In addition, it is demonstrated how the importance of an organization changes, how its value and importance realistically increases as a result of applying the instruments provided by inbound marketing. The purpose of the article is to present how the concept of inbound marketing is changing the perspective of looking at the modern marketing instruments and how their field of impact changes as a result of their application.It also illustrates how the choice of appropriate mechanisms influences consumer decisions and demonstrates that the key to understanding the processes embedded in the strategy is to reflect on the relationship between the enterprise and potential customers and communication with the customers.
Authors and Affiliations
Witold Świeczak
Keywords
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- EP ID EP70767
- DOI 10.14611/minib.12.02.2014.09
- Views 94
- Downloads 0
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