The impact of inbound marketing on customer relation management (CRM)

Abstract

Companies aware of technological progress in an increasingly competitive environment know that the company's survival depends on their ability to adapt and become more competitive. Adopting new tools, concepts and strategies in the Marketing function and creating and improving long-term customer relationships to cope with the competition is a must.It is in this perspective that our research comes in line, which is based on the Inbound Marketing practice as well as on its impact on the customer relationship management by which the company aims to understand, anticipate and manage the needs of its current and potential customers, to create profitable and lasting relationships with customers and create a competitive advantage. A qualitative methodology by interviews and a quantitative methodology by case study explained with the managers of the three central departments and an accurate statistic from the Bessa Promotion Immobiliére company is followed in this study project. This research aims to explain and demonstrate the impact of inbound marketing on Customer Relationship Management.