Master Thesis Online
Mémoire-projet
Etienne, Fanny 
Promotor(s) :
El Midaoui, Youssra
Date of defense : 16-Jun-2025/24-Jun-2025 • Permalink : http://hdl.handle.net/2268.2/22757
Details
| Title : | Mémoire-projet |
| Author : | Etienne, Fanny
|
| Date of defense : | 16-Jun-2025/24-Jun-2025 |
| Advisor(s) : | El Midaoui, Youssra
|
| Committee's member(s) : | Hollander, Olivier
Druelle Lips, Karine |
| Language : | French |
| Number of pages : | 110 |
| Keywords : | [fr] Inbound marketing, social media, B2B marketing strategy, online visibility, customer relationship, SEO optimization, qualitative research. |
| Discipline(s) : | Business & economic sciences > Marketing |
| Target public : | Researchers Professionals of domain Student General public Other |
| Institution(s) : | Université de Liège, Liège, Belgique |
| Degree: | Master en sales management, à finalité spécialisée |
| Faculty: | Master thesis of the HEC-Ecole de gestion de l'Université de Liège |
Abstract
[en] Today, digital tools and social media have transformed the way companies interact with their audiences. In the B2B sector, where the number of customers is limited but highly strategic, relying solely on traditional methods is no longer sufficient. Companies must now build a strong and credible digital presence to maintain visibility and earn the trust of key decision-makers.
This thesis explores how a company operating in the B2B sector, with limited marketing resources, can implement an inbound marketing strategy to enhance its visibility and strengthen relationships, primarily with existing customers.
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