مجلة إقتصاد المال والأعمال

Inbound Marketing As A Paradigm Shift In Contemporary Marketing Thought: A Conceptual Analysis With Reference To Hubspot’s Framework

Auteurs : Soukeur Kenza .

Résumé

This study examines inbound marketing as a paradigm shift in contemporary marketing thought, highlighting its transition from traditional outbound strategies to customer-centric approaches. It adopts a conceptual analytical methodology to explore the theoretical and practical dimensions of inbound marketing, with reference to HubSpot’s framework. The study emphasizes the integration of content, technology, and data in enhancing customer engagement and relationship building. It also analyzes the shift from push to pull marketing logic. Furthermore, it addresses the importance of personalization and digital customer experience. Findings indicate that inbound marketing represents a fundamental transformation in marketing philosophy. The study concludes that adopting inbound strategies enables sustainable competitive advantage through value creation.

Mots clés

Customer Experience ; Inbound Marketing ; HubSpot ; Paradigm Shift