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Title: Capture, nurture and convert : a look at the inbound marketing strategies in the Lebanese advertising industry and their impact on conversion rates
Authors: Abboud, Nour
Mitri, Firas
Advisors: Nemer, Samer
Keywords: Digital Marketing, Content Creation, Lead Generation, Inbound Marketing
Subjects: Marketing research--Methodology
University of Balamand--Dissertations
Dissertations, Academic
Issue Date: 2023
The goal of this thesis project is to investigate inbound marketing, which is one of the popular business themes today. Its goal is to analyze how this marketing technique has affected B2B buying and selling operations. The study emphasizes the significance of inbound methods by attempting to comprehend how the implementation of an effective inbound marketing strategy boosts the rate of sales. The research conducts a complete investigation of contemporary theories utilizing a qualitative inductive technique to analyze primary material in order to achieve its objectives.
A key component of this study was interviewing subject-matter specialists. These specialists contributed crucial information about the topic under consideration, which enabled the researchers to complete the analysis necessary for this research. The goal was to comprehend how the adoption of an inbound approach affected business and how this impact resulted in a rise in revenue. The findings show that an inbound marketing strategy can be useful in attracting target users at the proper point in the purchasing journey, leading to a discernible increase in revenue when it is proven successful.
Includes bibliographical references (p. 86-94)
Rights: This object is protected by copyright, and is made available here for research and educational purposes. Permission to reuse, publish, or reproduce the object beyond the personal and educational use exceptions must be obtained from the copyright holder
Ezproxy URL: Link to full text
Type: Project
Appears in Collections:UOB Theses and Projects

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