Inbound marketing: from creative content to customer love

Inbound marketing is no longer a totally new concept, already in the late 2000s Lusch and Vargo (2009) discussed that with the rise of a network economy, customers were part of an extended enterprise and co-producers of the firm’s marketing.

In both inbound and outbound marketing, enterprises embraced a goods-dominant logic, where the focus was on efficiently producing units of output usually far removed from the customer.

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