Abstract

This book is written to explain the basic principles and theories in the field of marketing development through social networks. Since electronic marketing is transformed by many innovative tools and technologies, and social networks are no exception, it is proven. It is argued that there is a need to activate electronic marketing and social networks and their main tools. Modern aspects of marketing, its main features and specifics of organization in social networks, the main trends and strategies of modern marketing in social networks are substantiated. The characteristics of each strategy, as well as the rules, principles, goals, and promising trends are highlighted and presented. Trends in the organization of marketing based on social networks such as Facebook, Instagram, LinkedIn, Twitter, YouTube, Tik Tok, Pinterest, Snapchat, Google Plus are stated. Trends and features of the organization and preparation of marketing on each of the presented social networking platforms are proven.The main stages are defined and practical recommendations for establishing, managing and rationally supporting marketing activities based on social networking platforms are developed.

We hope that these efforts will benefit university students, graduate students, educational institutions and businessmen. The book is recommended as a reference for studying the theoretical foundations of marketing through social networks.