BUSINESS INFORM №12-2015

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ABSTRACTS AND INFORMATION ABOUT AUTHORS

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Section: Management and Marketing
UDC 330.1
Prysakar I. I.
Internet Marketing as a Contemporary Platform for Business Development (p. 333 - 339)
The article is aimed at substantiation of efficiency of using the complex of Internet marketing tools as the platform for development of contemporary business. The basic approaches to the interpretation of the definition of «Internet marketing» by various scientists have been examined and systematized. The analysis of the statistics on Internet usage worldwide and in Ukraine in particular has been conducted, the results of which indicate a strong growth both in the number of Internet audience and time consuming by Internet users as well as rates of network penetration in all spheres of public and economic life. The author has suggested to group Internet marketing tools into four groups: the basic information elements of Internet-commerce; tools used with external activity on the network; tools to increase brand awareness and brand promotion; tools used for active communication with the target audience. Also the current trends in the development of Internet marketing worldwide and in Ukraine have been allocated. Prospects for further research are searching for and testing of innovative personalized Internet marketing tools to meet contemporary trends, demands of time and consumers.
Keywords: Internet marketing, Internet marketing tools, conversion, target audience
Fig.: 4. Tabl.: 2. Bibl.: 11.

Prysakar Iryna I. – Postgraduate Student, Department of Hotel and Restaurant Business, Kyiv National University of Trade and Economics (19 Kіoto Str., Kyiv, 02156, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Prysakar, Iryna I. (2015) “Internet Marketing as a Contemporary Platform for Business Development.” Business Inform 12:333–339.

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