Från Inbound Marketing till Förespråkare : En kvalitativ studie gällande lågengagemangsprodukter ur ett företagarperspektiv

Sammanfattning: Previous research has shown positive results in the use of inbound marketing on high-involvement products. The purpose of this study is to create deeper understanding and develop the theory of inbound marketing as a marketing strategy for Swedish companies that market low-involvement products. This will be done by studying companies operative in the cosmetics and hygiene industry. The authors want to create an understanding of how inbound marketing works for these products and at the same time find out if it is possible to create involvement to low-involvement products. The study is based on a qualitative method in which four companies have been studied and interviewed and the result shows, among other things, that it is possible to create involvement to low-involvement products. The conceptual framework can help companies gain a deeper understanding of the inbound marketing process, while at the same time also act as a guide for how these companies can work with the strategy.