Efektywność inbound marketingu – wybrane problemy pomiarowe
The Efficiency of Inbound Marketing – Selected Measuring Problems

Summary/Abstract: The paper concerns inbound marketing (IM), the marketing conception based on undertaking communication activities by companies that allow the recipients finding the sender of a message by themselves, with an important role of social media and proper content. The author intended to show the determining factors, identification of parameter and methods of efficiency evaluation of inbound marketing as modern conception of marketing communication. In particular instruments of inbound marketing that optimize communication with market environment and build relation with customer are presented. Based on the literature review and internet sources the paper contains selected measuring and managerial problems of using inbound marketing in marketing communication.

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