1,720,966 research outputs found
L’application de l’Inbound Marketing pour la promotion de la performance commerciale : Revue de Littérature Systématique
No full textIn an ever-changing context characterised by a digital shift, companies are obliged to follow this evolution and accompany the digital transition, that customers contact entails now, this digital transition should affect all the strategies implemented in the company, in particular, by introducing new techniques into their marketing strategies, in particular the Inbound Marketing approach. This methodology allows companies that adopt it the creation of relevant and attractive content, which is distributed on the digital media owned by the brand, with the aim of encouraging their voluntary commitment to the company and the initiation and maintenance of a social, close and shared relationship that can guarantee their loyalty in the long term. This new concept has certainly aroused the interest of practitioners in the field, however, academic research on inbound marketing does not study the effect of its use on companies’ business performance.
In this article we propose a systematic literature review based on the PRISMA (Preferred Items for Systematic Reviews and Meta-Analyses) method, through which we conscientiously study the concept of Inbound Marketing and propose a synthetic definition of it, as well as Key Performance Indicators to measure it, then we examine all the intrinsic facets of companies Business Performance and finally we analyse the relationship between these two variables. The result of our work can serve as an initial and fruitful basis for future research in this field, offering scientists a considerable synthesis for the proposal of a conceptual model studying the relationship between Inbound Marketing and companies Business Performance.
Keywords: Inbound Marketing, Outbound Marketing, Search Ingine Optimisation (SEO), Digitalization, Business Performance.
JEL Classification: M 31
Type of Paper: Theoretical articleDans un contexte en perpétuelle mutation caractérisé par un virage digital, les entreprises sont amenées à suivre cette évolution et accompagner la transition numérique que revêt désormais le contact avec la clientèle, cette transition digitale devrait toucher à l'ensemble des stratégies mises en œuvre dans l'entreprise, notamment, en instaurant de nouvelles techniques dans leurs stratégies marketing, en particulier l’approche de l’Inbound Marketing. Cette méthodologie permet aux entreprises qui l’adoptent la création d’un contenu pertinent et attrayant, diffusé sur les supports numériques détenus par la marque dans l’objectif principal étant de favoriser leur engagement volontaire envers l’entreprise et l’initiation ainsi que le maintien d’une relation sociale, de proximité et de partage pouvant garantir leur fidélité sur le long terme. Ce nouveau concept a, certes, suscité l’intérêt des praticiens du domaine, en revanche la recherche académique sur l’Inbound Marketing ne traite pas l’effet de son utilisation sur la performance des entreprises.
Dans cet article nous proposons une revue de littérature systématique basée sur la méthode PRISMA( Preferred Items for Systematic Reviews and Méta-Analyses), à travers laquelle nous étudions consciencieusement le concept de l’Inbound Marketing et proposons une définition synthétique de celui-ci, ainsi que des Indicateurs Clés de Performance pour le mesurer, puis nous examinons toutes les facettes intrinsèques de la performance commerciale des entreprises et enfin nous analysons la relation entre ces deux variables. Le résultat de notre travail peut servir comme socle initial et soubassement fructueux pour de futures recherches dans ce domaine, offrant aux scientifiques, une synthèse considérable pour la proposition d’un modèle conceptuel étudiant la relation entre l’Inbound Marketing et la Performance commerciale des entreprises.
Mots-clés: Inbound Marketing, Outbound Marketing, Référencement naturel (SEO), Digitalisation, Performance commerciale.
Classification JEL: M 31
Type d’article: Recherche théoriqu
L’application de l’Inbound Marketing pour la promotion de la performance commerciale : Revue de Littérature Systématique
No full textIn an ever-changing context characterised by a digital shift, companies are obliged to follow this evolution and accompany the digital transition, that customers contact entails now, this digital transition should affect all the strategies implemented in the company, in particular, by introducing new techniques into their marketing strategies, in particular the Inbound Marketing approach. This methodology allows companies that adopt it the creation of relevant and attractive content, which is distributed on the digital media owned by the brand, with the aim of encouraging their voluntary commitment to the company and the initiation and maintenance of a social, close and shared relationship that can guarantee their loyalty in the long term. This new concept has certainly aroused the interest of practitioners in the field, however, academic research on inbound marketing does not study the effect of its use on companies’ business performance.
In this article we propose a systematic literature review based on the PRISMA (Preferred Items for Systematic Reviews and Meta-Analyses) method, through which we conscientiously study the concept of Inbound Marketing and propose a synthetic definition of it, as well as Key Performance Indicators to measure it, then we examine all the intrinsic facets of companies Business Performance and finally we analyse the relationship between these two variables. The result of our work can serve as an initial and fruitful basis for future research in this field, offering scientists a considerable synthesis for the proposal of a conceptual model studying the relationship between Inbound Marketing and companies Business Performance.
Keywords: Inbound Marketing, Outbound Marketing, Search Ingine Optimisation (SEO), Digitalization, Business Performance.
JEL Classification: M 31
Type of Paper: Theoretical articleDans un contexte en perpétuelle mutation caractérisé par un virage digital, les entreprises sont amenées à suivre cette évolution et accompagner la transition numérique que revêt désormais le contact avec la clientèle, cette transition digitale devrait toucher à l'ensemble des stratégies mises en œuvre dans l'entreprise, notamment, en instaurant de nouvelles techniques dans leurs stratégies marketing, en particulier l’approche de l’Inbound Marketing. Cette méthodologie permet aux entreprises qui l’adoptent la création d’un contenu pertinent et attrayant, diffusé sur les supports numériques détenus par la marque dans l’objectif principal étant de favoriser leur engagement volontaire envers l’entreprise et l’initiation ainsi que le maintien d’une relation sociale, de proximité et de partage pouvant garantir leur fidélité sur le long terme. Ce nouveau concept a, certes, suscité l’intérêt des praticiens du domaine, en revanche la recherche académique sur l’Inbound Marketing ne traite pas l’effet de son utilisation sur la performance des entreprises.
Dans cet article nous proposons une revue de littérature systématique basée sur la méthode PRISMA( Preferred Items for Systematic Reviews and Méta-Analyses), à travers laquelle nous étudions consciencieusement le concept de l’Inbound Marketing et proposons une définition synthétique de celui-ci, ainsi que des Indicateurs Clés de Performance pour le mesurer, puis nous examinons toutes les facettes intrinsèques de la performance commerciale des entreprises et enfin nous analysons la relation entre ces deux variables. Le résultat de notre travail peut servir comme socle initial et soubassement fructueux pour de futures recherches dans ce domaine, offrant aux scientifiques, une synthèse considérable pour la proposition d’un modèle conceptuel étudiant la relation entre l’Inbound Marketing et la Performance commerciale des entreprises.
Mots-clés: Inbound Marketing, Outbound Marketing, Référencement naturel (SEO), Digitalisation, Performance commerciale.
Classification JEL: M 31
Type d’article: Recherche théoriqu
Going Beyond Counting First Authors in Author Co-citation Analysis
Get PDFThe present study examines one of the fundamental aspects of author co-citation analysis (ACA) - the way co-citation
counts are defined. Co-citation counting provides the data on which all subsequent statistical analyses and mappings
are based, and we compare ACA results based on two different types of co-citation counting - the traditional type that
only counts the first one among a cited work's authors on the one hand and a non-traditional type that takes into
account the first 5 authors of a cited work on the other hand. Results indicate that the picture produced through this non-traditional author co-citation counting contains more coherent author groups and is therefore considerably clearer. However, this picture represents fewer specialties in the research field being studied than that produced through the traditional first-author co-citation counting when the same number of top-ranked authors is selected and analyzed. Reasons for these effects are discussed
Variations on the Author
Get PDF“Variations on the Author” discusses two of Eduardo Coutinho’s recent films (Um Dia na Vida, from 2010, and Últimas Conversas, posthumously released in 2015) and their contribution to the general question of documentary authorship. The director’s filmography is characterized by a consistent yet self-effacing form of authorial self-inscription: Coutinho often features as an interviewer that rather than express opinions propels discourses; an interviewer that is good at listening. This mode of self-inscription characterizes him as an author who is not expressive but who is nonetheless markedly present on the screen. In Um Dia na Vida, however, Coutinho is completely absent form the image, while Últimas Conversas, on the contrary, includes a confessional prologue that moves the director from the margins to the center of his films. This article examines the ways in which these works stand out in the filmography of a director who offers new insights into the notion of cinematic authorship
Appropriate Similarity Measures for Author Cocitation Analysis
Get PDFWe provide a number of new insights into the methodological discussion about author cocitation analysis. We first argue that the use of the Pearson correlation for measuring the similarity between authors’ cocitation profiles is not very satisfactory. We then discuss what kind of similarity measures may be used as an alternative to the Pearson correlation. We consider three similarity measures in particular. One is the well-known cosine. The other two similarity measures have not been used before in the bibliometric literature. Finally, we show by means of an example that our findings have a high practical relevance.information science;Pearson correlation;cosine;similarity measure;author cocitation analysis
Dispelling the Myths Behind First-author Citation Counts
Get PDFWe conducted a full-scale evaluative citation analysis study of scholars in the XML research field to explore just how different from each other author rankings resulting from different citation counting methods actually are, and to demonstrate the capability of emerging data and tools on the Web in supporting more realistic citation counting methods. Our results contest some common arguments for the continued
use of first-author citation counts in the evaluation of scholars, such as high correlations between author rankings by first-author citation counts and other citation
counting methods, and high costs of using more realistic citation counting methods that are not well-supported by the ISI databases. It is argued that increasingly available digital full text research papers make it possible for citation analysis studies to go beyond what the ISI databases have directly supported and to employ more
sophisticated methods
koamabayili/VECTRON-author-checklist: VECTRON author checklist
No full textWe have done our best to complete the author checklist relating to the use of animals in the hut study. Note that the objective for the hut study was to evaluate the IRS treatment applications for residual efficacy against Anopheles mosquitoes, including the local An. coluzzii mosquito population. Cows were only used to attract mosquitoes into the huts and no tests were carried out directly on the cows. The author checklist is intended for use with studies where experiments are carried out on animals, which is why we have had such difficulty in completing this for the hut study, as many of the questions do not relate to how the cows were used
Author-wise bibliometric analysis based on entropy.
No full textAuthor-wise bibliometric analysis based on entropy.</p
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