Inbound Marketing Implementation in the B2B Context. The case of Innova Advanced Consulting
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Título
Inbound Marketing Implementation in the B2B Context. The case of Innova Advanced ConsultingAutoría
Tutor/Supervisor
Pérez Lavall, ManuelFecha de publicación
2016-07-14Editor
Universitat Jaume IResumen
This Master’s thesis concerns the hypothetical application of the Inbound Marketing practices
within a BusinesstoBusiness
environment. In particular, it focuses its attention on the
concrete implementation of these ... [+]
This Master’s thesis concerns the hypothetical application of the Inbound Marketing practices
within a BusinesstoBusiness
environment. In particular, it focuses its attention on the
concrete implementation of these activities on a real case, represented by the company Innova
Advanced Consulting, a Spanish firm operating in the IT sector.
Inbound Marketing is also called “Attraction Marketing”. This association is due to the fact
that it involves a set of methods aimed at attracting strangers and managing to convert them
into customers. Namely, contrary to the traditional marketing techniques, the leading concept
standing behind this marketing approach changes from “the company finds the customer” to
“the company is found by the customer”.
Along the document, it has been possible to appreciate the innovative side of this approach,
which seems to be suitable to the newest trends characterising the marketing framework.
Overall, the general objective of this academic paper is to verify the effectiveness of these
recently developed techniques in the B2B context. Consequently, it also aims at serving as a
remedy provider to the problems emerged during the internship experience at Innova
Advanced Consulting. Amongst the issues identified, the management of the social networks
and the website content have been both assessed as needful of improvements. With the
purpose of offering customised solutions, they have been carefully analysed and singularly
examined.
As a result, suggestions have been provided by facing the problems in detail and emphasising
their direct implications. In fact, after advising a preliminary analysis of the target customer
and the corporate objectives, specific social platforms and topics to be discussed have been
recommended. Regarding the website, its structure has been modified and integrated with
more dynamics tools. Hypothetical solutions have also been given in order to improve its
design and the quality of the contents to be published in the corporate webpage.
In conclusion, it has been possible to evaluate Inbound Marketing as a promising method to
foster the customers acquisition and to increase the company’s brand awareness. [-]
Palabras clave / Materias
Descripción
Treball Final del Màster Universitari en Llengua Anglesa per al Comerç Internacional. Codi: SAR016. Curs acadèmic 2015-2016
Tipo de documento
info:eu-repo/semantics/masterThesisDerechos de acceso
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