Internet Marketing as an Effective Instrument for the Development of Companies in the Era of Sustainable Marketing

Abstract

This chapter presents the results of studying the possibilities of using internet marketing technologies in the activities of modern companies focused primarily on the use of IT technologies and identifying related problems. The constituent elements of marketing activities performed using internet technologies are characterized, and the possibilities for the development of modern business structures focused mainly on digital marketing are described. The role of internet marketing in the promotion of goods and services by companies on the market is revealed, its effectiveness is assessed, and the possibilities for increasing the marketing competence of enterprises in the implementation of internet technologies are outlined.