Inbound marketing as an integral part of the marketing strategy of a modern enterprise

- Witold Świeczak

The essential premise of this publication is to define the benefits brought to modern enterprises by introduction of multi-channel marketing strategy, or inbound marketing, to their business.This article defines the factors and processes that influence the effective course of actions undertaken in the framework of inbound marketing.In addition, it is demonstrated how the importance of an organization changes, how its value and importance realistically increases as a result of applying the instruments provided by inbound marketing.  The purpose of the article is to present how the concept of inbound marketing is changing the perspective of looking at the modern marketing instruments and how their field of impact changes as a result of their application.It also illustrates how the choice of appropriate mechanisms influences consumer decisions and demonstrates that the key to understanding the processes embedded in the strategy is to reflect on the relationship between the enterprise and potential customers and communication with the customers.

Witold Świeczak, M.Sc. Eng., Institute of Aviation, Poland – MA, engineer, graduate of Environmental Protection at the Faculty of Energy and Environmental Engineering of the Silesian University of Technology. He works for the Institute of Aviation in the department of marketing as a project manager. He deals with analyzing research market and the aerospace sector. He is specialized in inbound, content and lead marketing. Moreover, he manages guerilla and ambient marketing activities as well as charitable activities of the Institute of Aviation. He is responsible for the activities of Corporate Social Responsibility.

DOI: 10.14611/minib.12.02.2014.09

Contact: Witold.Swieczak(at)

MINIB, 2014, Vol. 12, Issue 2
Resize of Open_Access_logo_PLoS_white Available in Open Access.



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