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Inbound Marketing Implementation in the B2B Context. The case of Innova Advanced Consulting
dc.contributor | Pérez Lavall, Manuel | |
dc.contributor.author | Giorgi, Denise | |
dc.date.accessioned | 2017-01-31T13:48:47Z | |
dc.date.available | 2017-01-31T13:48:47Z | |
dc.date.issued | 2016-07-14 | |
dc.identifier.uri | http://hdl.handle.net/10234/165763 | |
dc.description | Treball Final del Màster Universitari en Llengua Anglesa per al Comerç Internacional. Codi: SAR016. Curs acadèmic 2015-2016 | ca_CA |
dc.description.abstract | 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. | ca_CA |
dc.format.extent | 85 p. | ca_CA |
dc.format.mimetype | application/pdf | ca_CA |
dc.language.iso | eng | ca_CA |
dc.publisher | Universitat Jaume I | ca_CA |
dc.rights.uri | http://rightsstatements.org/vocab/CNE/1.0/ | * |
dc.subject | Màster Universitari en Llengua Anglesa per al Comerç Internacional | ca_CA |
dc.subject | Máster Universitario en Lengua Inglesa para el Comercio Internacional | ca_CA |
dc.subject | Master's Degree in English Language for International Trade | ca_CA |
dc.subject | inbound marketing | ca_CA |
dc.subject | B2B | ca_CA |
dc.subject | Innova Advanced Consulting | ca_CA |
dc.subject | social networks | ca_CA |
dc.subject | website | ca_CA |
dc.title | Inbound Marketing Implementation in the B2B Context. The case of Innova Advanced Consulting | ca_CA |
dc.type | info:eu-repo/semantics/masterThesis | ca_CA |
dc.educationLevel | Estudios de Postgrado | ca_CA |
dc.rights.accessRights | info:eu-repo/semantics/restrictedAccess | ca_CA |