Internet marketing as a basic element of modern marketing

DOI: 10.31673/2415-8089.2021.013944

Abstract

The article studies Internet marketing as the main element of modern marketing; the main definitions of the term «marketing» are given and the author's definition of the term «marketing of commercial enterprises» is provided; the matrix of comparison of marketing concepts is built, the elements of the development of marketing theory are characterized; the dynamics of growth of financial resources allocated for Internet advertising in Europe is shown; carried out a comparative analysis of the possibilities of Internet marketing and conventional marketing.

Key words: marketing, Internet marketing, marketing of commercial enterprises, marketing concept, Internet advertising.

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