DEVELOPMENT AND ESTABLISHMENT OF INTEGRATED INTERNET MARKETING IN THE CONDITIONS OF THE DIGITAL ECONOMY

Abstract

Abstract. Objective. This article aims to reveal the essence, determine the establishment peculiarities of the integrated Internet marketing concept, and justify its place among other approaches to the marketing theory development. Methods. The theoretical, methodological, and practical basis of the research was the fundamental marketing provisions and scientific works of domestic and foreign scientists on Internet marketing. During the processing and analysis of information, general scientific methods of analysis and synthesis were used (to confirm theoretical propositions), as well as a tabular method (to present data and research results) and a graphic method (to construct a picture). Results. Scientifically based theoretical provisions on the development and establishment of the theory of integrated Internet marketing as a modern concept are disclosed. It was essential to research and analyze the notion of "integrated Internet marketing", the prerequisites for its emergence, and the contemporary interpretation of its essence to identify the possibilities of its application in the current communication policy of the enterprise. The scientific novelty consists in the study of theoretical scientific provisions of the integrated Internet marketing concept. It was found that the emergence of integrated Internet marketing has a dualistic nature, as it is closely related to the development of both Internet technologies and Internet marketing in particular, as well as the philosophy of holistic marketing. The main characteristic features and components of integrated Internet marketing, its levels, and goals that can be achieved by the company using this approach were determined. Practical significance. The development of the digital economy and the change in the marketing landscape encourage businesses to use marketing tools more rationally and systematically. Integrated Internet marketing has a powerful potential for solving such problems. The use of Internet marketing tools makes it possible to take the company to a new level and increase brand loyalty. Keywords. Internet marketing, digital economy, integrated Internet marketing, holistic marketing.