Inbound and outbound marketing techniques: A comparison between Italian and Romanian pure players and click and mortar companies

Despite the large number of blog posts and articles regarding the use of Inbound and Outbound Marketing techniques, no research articles compares the propensity of companies towards these opposite types of marketing techniques among different countries. The present study is mainly focused on literature review of Inbound vs Outbound Marketing and acknowledge the academic community, interested in Content Marketing studies, about the availability of data sets regarding the implementation of these techniques at the level of Italian and Romanian pure players and click and mortar companies, which will be explored in the near future through appropriate statistical methods within the framework of a crosscultural research.