ON DEVELOPMENT OF THE COMPANY'S INTEGRATED INTERNET MARKETING PROGRAM

Abstract

Article deals with the issues of developing a program of integrated Internet marketing in company's activities within framework of simultaneous use and interaction of several online communication channels with target consumers to achieve the company's marketing goals. Current Internet marketing tools are identified, and stages of developing a comprehensive Internet marketing program are highlighted. Special attention is paid to the practical approach to development of comprehensive Internet marketing program on example of company operating in B2B-market. Conclusion is made about the increase in efficiency of company's activities in Internet environment as a result of implementation of integrated Internet marketing program.