Интернет–маркетинг как инструмент развития современного предприятия

Abstract

RU: Рассмотрены возможности применения технологий Интернет–маркетинга (далее ИМ) в деятельности современных украинских предприятий. Проанализированы составные части этой работы и их возможности для развития современных украинских предприятий. Для удобства восприятия информации материал лассифицирован и дополнен практическими примерами использования современных технологий. Также в статье рассмотрены тенденции развития Интернет–маркетнга и продемонстрированы наиболее эффективные примеры использования его возможностей.

EN: Urgency of the problem. Companies are increasingly using modern technology in their management activities. These technologies are largely relates internet. The Internet is evolving, and every year there are more users, their activity increases. The Internet has become a part of the life of society as a whole, because in the right hands turns into an effective tool for marketing activities. This tool to control, and using it to expand the boundaries of the enterprise. Moreover, given the fact that the global use of the Internet in today's world and business, the issue of using internet marketing (IM) is no longer just a factor of competitive advantage, but also the survival of the enterprise as a whole. Analysis of publications. The use of internet marketing activities of modern enterprises devoted to scientific work of scholars such as: I. Ashmanov, Basov, F. Virin, A. Ivanov, Alan Cooper, Jerry Ledford, Mary Tyler, V. Kholmogorov et al. However, some issues associated with the influence of specific tools for the development of MI activity of the enterprises studied is not sufficient and requires a more in–depth consideration. The purpose of the article — to characterize and classify the constituent elements of the marketing activities carried out with the help of Internet technologies and their potential for the development of modern Ukrainian enterprises. Conclusions. In this article were reviewed and classified the main components of online marketing: market research, creation and use of the site; use to disseminate advertising information social networking and viral marketing; an overview of the existing IT–technologies in the field of marketing, they offer the most profitable opportunities in terms of practical application in business.