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Digital Inbound Marketing: Particularities of Business-to-Business and Business-to-Customer Strategies

In: Strategic Innovative Marketing and Tourism

Author

Listed:
  • M. Chouaib Dakouan

    (Hassan II University)

  • M. Redouane Benabdelouahed

    (Hassan II University)

Abstract

This paper aims to explain the new practice of digital marketing known as the concept of Inbound Marketing which consists of becoming its own media and create content. However, the media takes several forms. In order to comprehend the types of media, different authors have put together a model named PESO which will be explained thereafter. In the digital world, the majority of companies faces various types of customers, this study will help to determine the steps that should took place in order to reach the audience on the internet and to derive benefit from it on both business-to-business and business-to-customer approaches. This is a pure theoretical contribution that could allow for more practical studies in future researches.

Suggested Citation

  • M. Chouaib Dakouan & M. Redouane Benabdelouahed, 2019. "Digital Inbound Marketing: Particularities of Business-to-Business and Business-to-Customer Strategies," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Efstathios Kefallonitis & Apostolos Giovanis (ed.), Strategic Innovative Marketing and Tourism, pages 119-128, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-12453-3_14
    DOI: 10.1007/978-3-030-12453-3_14
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    Cited by:

    1. Jessica Müller-Pérez & Viridiana Sarahí Garza-Muñiz & Ángel Acevedo-Duque & Elizabeth Emperatriz García-Salirrosas & Jorge Alberto Esponda-Pérez & Rina Álvarez-Becerra, 2022. "The Future of Tamaulipas MSMEs after COVID-19: Intention to Adopt Inbound Marketing Tools," Sustainability, MDPI, vol. 14(19), pages 1-18, October.
    2. Miguel Fernández-Cejas & Carlos J. Pérez-González & José L. Roda-García & Marcos Colebrook, 2022. "CURIE: Towards an Ontology and Enterprise Architecture of a CRM Conceptual Model," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 64(5), pages 615-643, October.

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