Inbound is the approach that, in the face of the profound changes produced in the last 20 years by Digital Transformation, has redefined and continues to redefine marketing processes, configuring itself both as a methodology and a set of tools. Inbound marketing has succeeded in imposing itself not only because, from a pragmatic point of view, it has introduced techniques and tools able to support marketers, but above all because it has been able to imagine an alternative vision of the relationship between Brand and Consumer, a vision that corresponds to the changed contexts of people’s lives.
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