Inbound Marketing Fundamentals

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This technical note explains the main aspects of how the marketing process has been transformed as a result of the boom of Web 2.0 technologies, which has had profound implications for the way consumers search, compare and purchase products and services. The consequences of these changes include the rise of inbound marketing and content marketing, which not only implies a revamping of the way companies must refocus their marketing activities, but, for many of them, it mean a total transformation of their general marketing philosophy.
Bibliographic citation: Capizzani, Mario; Valdés, Pau, "Inbound Marketing Fundamentals", IESE, MN-394-E, 04/2017
Date: 06/04/2017
Author(s): Capizzani, Mario; Valdés, Pau
Document type: Technical Note
Department: Marketing
Languages: Spanish / English