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

M. Chouaib Dakouan and M. Redouane Benabdelouahed
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M. Chouaib Dakouan: Hassan II University
M. Redouane Benabdelouahed: Hassan II University

A chapter in Strategic Innovative Marketing and Tourism, 2019, pp 119-128 from Springer

Abstract: 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.

Keywords: Inbound marketing; Media; PESO model; Business-to-business; Business-to-customer (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1007/978-3-030-12453-3_14

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