Marketing Internet communications of service enterprises

Abstract

Today the Internet is a business tool that satisfies information needs and creates an effective system of relationships between enterprises and consumers, as well as all elements of the external business environment. This actualizes a comprehensive study of the conceptual foundations of Internet marketing and its communication, the role of the Internet in the processes of business globalization and acquires important scientific and practical significance. The use of the Internet brings new features and benefits compared to marketing based on traditional technologies and the classic marketing mix. There is a combination of conventional marketing methods and the latest information technology. The Internet combines the interactive nature of communication, hypermedia nature and the ability to build individual interaction. The article considers the concept of Internet marketing communications of service enterprises. The principles of activity in this area are systematized, the main tasks and functions of Internet technologies for service enterprises are highlighted, and the main tools of online dialogue for the implementation of customer-oriented service are presented.