Inbound marketing jako model komunikacji rynkowej. Podejście analityczne i wskaźniki skuteczności
The inbound marketing as a model of market communication – analytical approach and performance indicators

Summary/Abstract: The aim of the paper is an outline of the measurement and analysis of performance indicators used in the social media marketing and especially inbound marketing as a new form of market communication strategy. In the paper, the assumptions and rules of inbound marketing is presented. The special attention is devoted to social network analysis approaches and basic performance indicators used in inbound marketing

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