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Inbound And Outbound Marketing Techniques: A Comparison Between Italian And Romanian Pure Players And Click And Mortar Companies

Author

Listed:
  • Elisa Rancati

    (Universita degli Studi di Milano-Bicocca, Italy)

  • Federica Codignola

    (Universita degli Studi di Milano-Bicocca, Italy)

  • Alexandru Capatina

    (”Dunarea de Jos” University of Galati, Romania)

Abstract

Despite the large number of blog posts and articles regarding the use of Inbound and Outbound Marketing techniques, no research articles compares the propensity of companies towards these opposite types of marketing techniques among different countries. The present study is mainly focused on literature review of Inbound vs Outbound Marketing and acknowledge the academic community, interested in Content Marketing studies, about the availability of data sets regarding the implementation of these techniques at the level of Italian and Romanian pure players and click and mortar companies, which will be explored in the near future through appropriate statistical methods within the framework of a cross-cultural research.

Suggested Citation

  • Elisa Rancati & Federica Codignola & Alexandru Capatina, 2015. "Inbound And Outbound Marketing Techniques: A Comparison Between Italian And Romanian Pure Players And Click And Mortar Companies," Risk in Contemporary Economy, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, pages 232-238.
    • Handle: RePEc:ddj:fserec:y:2015:p:232-238
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    References listed on IDEAS

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    1. Scott L. Newbert, 2007. "Empirical research on the resource‐based view of the firm: an assessment and suggestions for future research," Strategic Management Journal, Wiley Blackwell, vol. 28(2), pages 121-146, February.
    2. Elisa Rancati, 2010. "Market-Driven Management, Global Markets and Competitive Convergence," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 1 Marketi.
    3. Winer, Russell S., 2009. "New Communications Approaches in Marketing: Issues and Research Directions," Journal of Interactive Marketing, Elsevier, vol. 23(2), pages 108-117.
    4. Robert J. David & Shin‐Kap Han, 2004. "A systematic assessment of the empirical support for transaction cost economics," Strategic Management Journal, Wiley Blackwell, vol. 25(1), pages 39-58, January.
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    Cited by:

    1. Chouaib DAKOUAN & Redouane BENABDELOUAHED & Hajar ANABIR, 2019. "Inbound Marketing vs. Outbound Marketing: Independent or Complementary Strategies," Expert Journal of Marketing, Sprint Investify, vol. 7(1), pages 1-6.

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