Abstract

This book was written with the purpose of clarifying scientific and practical aspects in the field of e-marketing studies, revealing the essence of concepts in e-marketing, determining their meaning and the need to define them within the e-marketing strategy. The main aspects of the electronic marketing concept are highlighted. The necessity and importance of the concept of electronic marketing in modern business has been proven. The need for a comprehensive approach to the organization of electronic marketing, taking into account various factors, is revealed, where the conceptual stages and tools of electronic marketing are demonstrated, which ensures an increase in the effectiveness of marketing organizations. The most important e-marketing strategies are argued, and their advantages and disadvantages are emphasized, the advantages of e-marketing strategies are proven and revealed: e-marketing in social networks, search engines, e-mail, influence marketing and affiliate marketing. The main trends in the organization of electronic marketing and the construction of an organization management strategy are presented as effective tools for ensuring strategic development and economic growth.

We hope that these efforts will benefit university students, graduate students, educational organizations and business people. This book will become a reference material for studying the theoretical foundations of electronic marketing.