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Marketing has radically changed in the past few years. With the rise of digital marketing, search technology, blogging and podcasts, consumer access to information and content has exploded. This paper aims to provide a critical look at one aspect of this change, inbound marketing and the creation of content to drive engagement. Inbound marketing differs from traditional marketing by pulling customers to the firm, as opposed to reaching out through traditional advertising.

This study provides an overview of inbound marketing and illustrate three views of inbound marketing: digital, social and content marketing.

The study highlights the importance of consumer personae, critical content creation and customer strategies.

The study concludes with a look to the future of inbound marketing and clear guidelines for developing an inbound strategy, including understanding the buyer personas, strategic analysis and a formulized plan for inbound content creation.

This work combines traditional theoretical research and analysis to provide a comprehensive and clear illustration of what inbound marketing is and where it can be used in both business strategy and academic research.

This paper aims to draw attention to the emerging phenomenon of business to business (B2B) digital content marketing, offers a range of insights and reflections on good practice and contributes to theoretical understanding of the role of digital content in marketing. B2B digital content marketing is an inbound marketing technique and hence offers a solution to the declining effectiveness of traditional interruptive marketing techniques.

Semi-structured interviews were conducted with 15 key informants involved in B2B content marketing in the USA, UK and France, in five industry sectors.

B2B digital content marketing is an inbound marketing technique, effected through web page, social media and value-add content, and is perceived to be a useful tool for achieving and sustaining trusted brand status. Creating content that is valuable to B2B audiences requires brands to take a “publishing” approach, which involves developing an understanding of the audience’s information needs, and their purchase consideration cycle. Valuable content is described as being useful, relevant, compelling and timely. Content marketing requires a cultural change from “selling” to “helping”, which in turn requires different marketing objectives, tactics, metrics and skills to those associated with more traditional marketing approaches. The article concludes with a theoretical discussion on the role of digital content in marketing, thereby contextualising the findings from this study within a broader exploration of the role of digital content in marketing and relational exchanges.

As the first research study to explore the use of digital content marketing in B2B contexts, this research positions digital content marketing with regard to prior theory, and provides both an agenda for further research, and suggestions for practice.

This paper deals with an issue that has been identified in many markets where there are large numbers of package tourists. In Australia, there have been a number of studies undertaken into the use of a range of dubious business practices employed by Inbound Tour Operators (ITOs), particularly in the Korean market. The cause for this problem is identified as the minimization of the retail price of package tour by transferring part of the cost of the tour to ITOs in the destination country. Under this system, ITOs are paid a daily tour rate below their real costs and are forced to recover losses by employing a range of dubious business practices including forced shopping and kickbacks from shops. The paper models the normal operation of the package tour cycle where no business practices are used and compares this to the Korean package inbound market in Australia where the use of business practices of this nature is widespread.

The purpose of this paper is to report the findings of an exploratory research paper undertaken in Auckland, New Zealand which focused on the Approved Destination Status (ADS) inbound tour operators’ understanding of the Chinese market and their strategies for developing Auckland as a sustainable destination.

Semi-structured interviews were conducted with ten managers out of the 25 registered ADS inbound tour operators. The qualitative responses were coded and analysed using pattern identification and categorisation of emergent themes.

The findings profile New Zealand ADS inbound operators, summarise their knowledge of the Chinese market in terms of visitor expectations and characteristics, present the operator’s perceptions of Qualmark quality accreditation scheme and ADS Code of Conduct, and demonstrate the quality management initiatives they have developed in addition to addressing the issues within the Chinese market operation.

The study provides implications for destination marketers and tour operators in terms of the sustainable operation of the growing Chinese market.

The objective of this research is to assess whether two events, the 9‐21 Earthquake in 1999 and the Severe Acute Respiratory Syndrome outbreak in 2003, had a temporary or long‐term impact on the inbound tourism demand from Japan. Furthermore, a comparative study is conducted to assess whether intervention analysis produces better forecasts compared with forecasts without intervention analysis.

The data adopted in this study consist of monthly visitor arrivals from Japan to Taiwan for the period January 1979‐September 2006. The first 321 observations ( January 1979‐September 2005) are used to develop two tentative models, with and without intervention analyses, and then compare with the known values (October 2005‐September 2006) for accuracy testing.

Experimental results show that the effect of both disasters on Japanese inbound tourism presented only temporarily, and the forecasting efficiency of ARIMA with intervention is superior to that of a model without intervention.

The study had difficulty accurately delineating the rebound in Japanese tourist based on monthly data. There are other factors that might influence a rebound, such as people' fading memories or the purpose of visitation. The geographic proximity of Taiwan to Japan could also account for perceived risk factors.

The results indicate that the Japanese inbound arrivals sharply dropped following both of the two disastrous occurrences, suggesting that the Japanese tourists are likely to be responsive to prompt marketing strategies and messages. The practical implication for tourism operators include the usefulness of reinforcing the package holiday by establishing an attractively priced travel package or offering a package with a variety of highly desirable or unique features to increase competition.

This study is a first attempt in the tourism literature to model Japanese demand for travel to Taiwan after these two traumatic crises.

The main objective of this study is identification of the key factors in planning digital content marketing (DCM) strategy in line with the corporate's main marketing objectives in the B2B sector.

In order to identify the different content types and their corresponding marketing goals, content analysis method was served to analyze the content of Instagram pages of 24 top-ranked corporates from three different industries. SPSS version 22 was used to investigate the significant difference levels and the mean ranks of identified content types.

The findings uncovered the twelve content types which are commonly published by the corporates in line with their main marketing goals in the B2B sector. Furthermore, the results revealed the most valuable content types from the B2B audiences' viewpoint and the most efficient content types in persuading audiences to participate in conversations.

This study sheds some light on the ambiguous facets of DCM in the B2B sector, and its findings is useful as the starting point for the scholars who intend to investigate the various aspects of DCM and for the practitioners who work in the related fields.

This research offers a novel contribution to using Instagram as a DCM platform in the B2B sector. Also it contributes to identifying the main factors in communicating to B2B audiences through DCM.

An accurate tourism forecast is critical to destination countries as a foundation for tourism-related decision making and efficient tourism planning. The purpose of this study is to evaluate how Taiwan's inbound tourism was affected by the September 21st Earthquake in 1999 and the Severe Acute Respiratory Syndrome (SARS) outbreak in 2003, one of the mega earthquakes in the 20th century and most catastrophic health hazard in the past hundred years in Taiwan, respectively. According to the empirical findings, Taiwan's inbound tourism was brutally devastated by the two calamities, particularly during the SARS outbreak. The inbound tourism was more heavily influenced by the SARS epidemic and recovered from the SARS shadow was greater compared with the recovery after the September 21st Earthquake.

The purpose of this paper is to substantiate the necessity of marketing of remote education by the example of leading universities of Rostov Oblast of modern Russia and to develop the marketing model of promotion of remote education by the modern university.

The authors use the method of economic statistics and regression and correlation analysis. Based on the data of the single information system of the Russian Federation in the sphere of purchases, the authors selected orders of the leading universities of Rostov Oblast for access to the internet for 2017, which are the indicator of their modernization on the basis of new information and communication technologies. Based on the data of the Ministry of Education and Science of the Russian Federation, the authors determined the incomes of the leading universities of Rostov Oblast in 2017 and their positions in the regional ranking of effectiveness of activities of universities of Rostov Oblast. These data became a statistical basis for compiling the regression curve, which reflects regression and correlation of expenditures for access to the internet and total expenditures of the leading universities of Rostov Oblast in 2017.

It is concluded that modernization on the basis of new information and communication technologies (primarily, the internet) stimulates the growth of modern university’s competitiveness. Due to this, remote education is a perspective direction of development and increase of effectiveness of modern university’s activities. The necessity for marketing of remote education is predetermined by its lower value as compared to traditional education and, accordingly, lower demand for educational services that are provided in the remote form.

The authors’ marketing model of promotion of remote education by modern university is developed and presented. The advantage of this model is harmonization of commercial and non-commercial goals and priorities of modern university’s activities, due to which balance of its social function in the economic system and its entrepreneurial function, which consists in the necessity for providing self-financing and maximization of the received profit, are ensures.