KV #19905-9705 PR dated 02.04.2013.



According to the decision No. 802 of the National Council of Television and Radio Broadcasting of Ukraine dated 14.03.2024, is registered as a subject in the field of print media.
ID R30-03156


Liburkina L. M.


Main page

Editorial staff

Editorial policy

Annotated catalogue (2011)

Annotated catalogue (2012)

Annotated catalogue (2013)

Annotated catalogue (2014)

Annotated catalogue (2015)

Annotated catalogue (2016)

Annotated catalogue (2017)

Annotated catalogue (2018)

Annotated catalogue (2019)

Annotated catalogue (2020)

Annotated catalogue (2021)

Annotated catalogue (2022)

Annotated catalogue (2023)

Annotated catalogue (2024)

Thematic sections of the journal

Proceedings of scientific conferences

Peculiarities of Application of Internet Promotion Tools in the B2B Market
Boiko N. O.

Boiko, Natalia O. (2022) “Peculiarities of Application of Internet Promotion Tools in the B2B Market.” Business Inform 5:133–137.

Section: Management and Marketing

Article is written in English
Downloads/views: 1

Download article (pdf) -

UDC 339.138

The aim of the article is to determine the differences between Internet marketing in the B2C and B2B sectors, analysis of the most trendy tools of Internet marketing in the B2B sector in order to determine their effective impact on marketing activities and enterprises operating in the B2B market as a whole. It was reasonable to assume that Internet marketing tools are more adapted to the field of B2C. Many industrial companies have ignored the use of modern Internet promotion tools, thus losing market share and potential buyers, giving way to those who quickly adapt to new trends. However, when implementing methods and tools of Internet marketing, it is important to take into account the peculiarities of the sale of industrial products in the field of B2B. The article proposes methods and tools of Internet marketing, recommended for use taking into account the characteristics of industrial products and the sphere of B2B. The study highlighted the most promising and effective tools of Internet marketing in the B2B segment, and also argued that the effect of using these tools will use knowledge about customer needs and strengthen the company's position in the new competitive field of goods and services. It is concluded that previously it was considered that Internet marketing tools are the most adapted to the field of B2C. Many industry companies have ignored the use of modern online promotion tools. For the most part, the use of Internet marketing in B2B companies was complicated by the lack of relevant theoretical framework and practical recommendations. However, Internet marketing gives the opportunity to conduct successful activities on the Internet not only to companies in the field of B2C, but also to companies in the field of B2B, selling industrial products.

Keywords: internet marketing, internet marketing tools, B2B market, product promotion, industrial marketing.

Tabl.: 1. Bibl.: 15.

Boiko Natalia O. – Candidate of Sciences (Economics), Associate Professor, Department of Marketing, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]

List of references in article

Androsov, N. et al. Internet-marketing na 100% [Internet Marketing 100%]. St. Petersburg: Piter, 2016.
Balakhnin, I. Marshrut postroyen! Primeneniye kart puteshestviya potrebitelya dlya povysheniya prodazh i loyalnosti [Route Built! Application of Consumer Journey Maps to Increase Sales and Loyalty]. Moscow : Alpina Pablisher, 2019.
Bradulov, P. O., and Ordynskyi, V. I. “Stratehiia zastosuvannia instrumentiv Internet-marketynhu dlia V2V sektora“ [The Strategy of Applying Internet Marketing Tools for the B2B Sector]. Biznes Inform, no. 8 (2020): 251-259. DOI:
Uebster-ml., F. Osnovy promyshlennogo marketinga [Industrial Marketing Basics]. Moscow: Izdatelskiy Dom Grebennikova, 2005.
Gavrikov, A. V., Davydov, V. V., and Fedorov, M. V. Internet-marketing. Nastolnaya kniga Digital-marketologa [Internet Marketing. Handbook of a Digital Marketer]. Moscow: AST, 2020.
Days, R., and Khenneberri, R. Tsifrovoy marketing dlya chaynikov [Digital Marketing for Teapots]. St. Petersburg: Dialektika, 2019.
Zimina, S. S. “Osobennosti ispolzovaniya instrumentov internet-marketinga na rynkakh B2B i B2C“ [Features of the Use of Internet Marketing Tools in B2B and B2C Markets]. Economics, no. 8 (2017): 10-16.
Krasovska, O. Yu. “Internet-marketynh yak suchasnyi instrument komunikatsii pidpryiemstva“ [Internet Marketing as a Modern Tool of the Enterprise Communication]. Problemy systemnoho pidkhodu v ekonomitsi. 2018.
Kulagin, V., Sukharevskiy, A., and Meffert, Yu. Digital @ Scale: Nastolnaya kniga po tsifrovizatsii biznesa [Digital @ Scale: Desktop Book on Business Digitalization]. Moscow: Intellektualnaya literatura, 2019.
Lytovchenko, I. L. Internet-marketynh [Internet Marketing]. Kyiv: Tsentr navchalnoi literatury, 2011.
Malaychuk, O. A. “Osobennosti potrebitelskogo puti na V2V rynke v epokhu tsifrovykh tekhnologiy“ [Features of the Consumer Path in the B2B Market in the Digital Age]. Rossiyskaya nauka: aktualnyye issledovaniya i razrabotki, part 2. Samara: Izd-vo Samar. gos. ekon. un-ta, 2019. 94-96.
“Marketynh: suchasni tendentsii. Prosuvannia biznesu cherez Internet“ [Marketing: Modern Trends. Promotion of Business through the Internet].
Reznik, G. A., and Amirova, D. R. Marketing B2B [B2B Marketing]. Penza, 2018.
Tatarinov, K. A. “Osobennosti internet-marketinga na B2B-rynkakh“ [Faetures of Internet Marketing on B2B-Markets]. Izvestiya Baykalskogo gosudarstvennogo universiteta, no. 3 (2018): 517-528. DOI: 10.17150/2500-2759.2018.28(3).517-528
Uspenskiy, I. V. Internet-marketing [Internet Marketing]. St. Petersburg: Izd-vo SPGUEiF, 2003.


License Contract

Conditions of Publication

Article Requirements

Regulations on Peer-Reviewing

Publication Contract

Current Issue

Frequently asked questions


The Plan of Scientific Conferences


Journal «The Problems of Economy»

  © Business Inform, 1992 - 2024 The site and its metadata are licensed under CC BY-SA. Write to webmaster