Internet Marketing

Abstract

The issue of brand management is taking on new dimensions at a time of accelerated digitization. The aim of the chapter is to approach selected areas of the issue by pointing out the basic forms of promotion in the digital environment of the Internet. An appropriate mix of these forms is essential for effective marketing communication in the digital environment. Where appropriateness and efficiency are necessary factors that need to be taken into account in the process of building a brand in the eyes of reference markets. Understanding the fundamentals of the issue of promotion in online environment creates a precondition for a holistic approach, which in combination with scientific knowledge tools reduces uncertainty and increases the assumption of market success. The chapter in the form of a theoretical overview study presents the results of ongoing research into the topic of Internet marketing. It synthesizes the knowledge of the authors, as well as the results of the work of selected reference authors, who at the beginning of the millennium shaped the issue into the form in which it is known to the wider professional public by today. The theoretical overview, supplemented by highlighting the key context, presents a relatively clear starting point for an introduction to the study of the topic of Internet marketing.