Authors: Brian Halligan, Dharmesh Shah
Published: 2010
Publisher: John Wiley and Sons
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The traditional way of marketing is Outbound Marketing where the businesses bombard the prospects with promotional brochures, TV advertisements, spam mails, telemarketing calls and so on. The authors are of the opinion that the prospects have become smart enough to avoid such interruptions and get the information they need through online searches. In this book they propose Inbound Marketing as a solution to this problem.
Inbound Marketing is all about the businesses creating an effective online presence which results in their “getting found” by the prospects (vs searching for prospects) through online searches and social media sites like Facebook, LinkedIn etc.
The book consists of 16 short chapters written in a very simple and easy to understand language, illustrated with several real life examples. In every chapter there are recommended measurements to track the progress in inbound marketing journey.
The chapters also have short case studies in inbound marketing.
These case studies covered include – the presidential campaign of Barack Obama, the music group The Grateful Dead, Wikipedia, and Google.
A very good introduction to the field of Inbound Marketing !
For more details visit Bookworm Reads:Inbound Marketing
