1,720,954 research outputs found
Inbound VS Outbound Marketing : Débat théorique et comparaison des deux approches marketing
No full textFor a long time, companies made sure to implement their marketing strategies in order to satisfy their target customers and acquire new ones. If the outbound marketing, also called the push strategy, was the most commonly used method, the inbound marketing strategy (Pull strategy) has only emerged more recently due to the appearance of social networks. It is true that this method had a lot of success during the Covid-19 period in 2020, since it was one of the major solutions to this crisis and encouraged firms to continue their activities. The fast-digital development has allowed the pull strategy to gain more importance, and has taken the outbound marketing down to a level below. Indeed, it was much more common to see brands chasing after their customers. However, with the increasing use of web marketing, digital marketing and the inbound strategy are now more common approaches. These currently stand out as the strategies and disciplines of choice, as they stand in contrast to the much more intrusive nature of the inbound method. Several doctrines, influenced by their environment, bring with them marketing theories regarding the two approaches, basing them on a system of knowledge and beliefs, that companies take into consideration before putting their strategies into action.We will therefore raise an important question in this article: Are the inbound and outbound marketing methods complementary or totally heterogeneous and incompatible with each other? from one another? The goal of this article is to theoretically analyze both marketing strategies, compare traditional methods to digital methods, and to evaluate their efficiency and efficacy from the consumers’ perspective.
Keywords: Digital marketing; Inbound marketing, Outbound marketing; Marketing strategies.
JEL Classification: M31
Paper Type: Theoretical Research.Pendant longtemps, les entreprises ont fait en sorte de mener à bien leurs stratégies marketing pour pouvoir satisfaire leurs clients et en acquérir de nouveaux. Alors que la stratégie outbound, aussi appelée marketing direct, était une pratique courante auparavant, la stratégie inbound (marketing indirect), quant à elle, est apparue lors de la dernière décennie grâce à l'émergence des réseaux sociaux. Il est vrai que cette approche a connu beaucoup plus de succès lors de la période Covid-19 en 2020, en faisant notamment partie des grandes solutions apportées à cette crise pour continuer l'activité au sein d'une entreprise. Le développement à toute vitesse du digital a donné plus de force à cette méthode et a fait que la stratégie marketing indirecte tombe peu à peu dans l'oubli. En effet, il était beaucoup plus courant de voir les marques courir après leurs prospects, sauf qu'avec l'explosion du webmarketing, du marketing digital et de la stratégie inbound, ces derniers sont plus présents, et s'imposent comme approches et disciplines de choix en raison de leur opposition à la nature beaucoup plus intrusive et moins personnalisée que possède la stratégie outbound. Plusieurs doctrines, influencées par l'environnement qui les entoure, apportent des théories marketing institutionnelles en relation avec les deux approches, basées sur un système de connaissance et de croyance, que les entreprises prennent en considération pour mettre en action leurs stratégies. Opposant alors souvent ces deux méthodes l'une à l'autre, nous allons soulever à travers cet article une problématique importante : Est-ce que l'inbound et l'outbound marketing sont deux stratégies complémentaires ou hétérogènes ? L'objectif de ce travail est d'analyser de manière théorique les stratégies marketing utilisées et de comparer les méthodes traditionnelles aux méthodes digitales, afin d'évaluer leur niveau d'efficience et d'efficacité aux yeux du consommateur.
Mots clés : Marketing digital ; Marketing Inbound, Marketing Outbound ; Stratégies marketing.
Classification JEL : M31
Type de l’article : Article Théorique
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
Inbound VS Outbound Marketing : Débat théorique et comparaison des deux approches marketing
Get PDFFor a long time, companies made sure to implement their marketing strategies in order to satisfy their target customers and acquire new ones. If the outbound marketing, also called the push strategy, was the most commonly used method, the inbound marketing strategy (Pull strategy) has only emerged more recently due to the appearance of social networks. It is true that this method had a lot of success during the Covid-19 period in 2020, since it was one of the major solutions to this crisis and encouraged firms to continue their activities. The fast-digital development has allowed the pull strategy to gain more importance, and has taken the outbound marketing down to a level below. Indeed, it was much more common to see brands chasing after their customers. However, with the increasing use of web marketing, digital marketing and the inbound strategy are now more common approaches. These currently stand out as the strategies and disciplines of choice, as they stand in contrast to the much more intrusive nature of the inbound method. Several doctrines, influenced by their environment, bring with them marketing theories regarding the two approaches, basing them on a system of knowledge and beliefs, that companies take into consideration before putting their strategies into action.We will therefore raise an important question in this article: Are the inbound and outbound marketing methods complementary or totally heterogeneous and incompatible with each other? from one another? The goal of this article is to theoretically analyze both marketing strategies, compare traditional methods to digital methods, and to evaluate their efficiency and efficacy from the consumers’ perspective.
Keywords: Digital marketing; Inbound marketing, Outbound marketing; Marketing strategies.
JEL Classification: M31
Paper Type: Theoretical Research.Pendant longtemps, les entreprises ont fait en sorte de mener à bien leurs stratégies marketing pour pouvoir satisfaire leurs clients et en acquérir de nouveaux. Alors que la stratégie outbound, aussi appelée marketing direct, était une pratique courante auparavant, la stratégie inbound (marketing indirect), quant à elle, est apparue lors de la dernière décennie grâce à l'émergence des réseaux sociaux. Il est vrai que cette approche a connu beaucoup plus de succès lors de la période Covid-19 en 2020, en faisant notamment partie des grandes solutions apportées à cette crise pour continuer l'activité au sein d'une entreprise. Le développement à toute vitesse du digital a donné plus de force à cette méthode et a fait que la stratégie marketing indirecte tombe peu à peu dans l'oubli. En effet, il était beaucoup plus courant de voir les marques courir après leurs prospects, sauf qu'avec l'explosion du webmarketing, du marketing digital et de la stratégie inbound, ces derniers sont plus présents, et s'imposent comme approches et disciplines de choix en raison de leur opposition à la nature beaucoup plus intrusive et moins personnalisée que possède la stratégie outbound. Plusieurs doctrines, influencées par l'environnement qui les entoure, apportent des théories marketing institutionnelles en relation avec les deux approches, basées sur un système de connaissance et de croyance, que les entreprises prennent en considération pour mettre en action leurs stratégies. Opposant alors souvent ces deux méthodes l'une à l'autre, nous allons soulever à travers cet article une problématique importante : Est-ce que l'inbound et l'outbound marketing sont deux stratégies complémentaires ou hétérogènes ? L'objectif de ce travail est d'analyser de manière théorique les stratégies marketing utilisées et de comparer les méthodes traditionnelles aux méthodes digitales, afin d'évaluer leur niveau d'efficience et d'efficacité aux yeux du consommateur.
Mots clés : Marketing digital ; Marketing Inbound, Marketing Outbound ; Stratégies marketing.
Classification JEL : M31
Type de l’article : Article Théorique
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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