Інтернет-маркетинг в системі управління маркетинговою діяльністю підприємства

The purpose of the article is to explore the Internet marketing environment, which has become so influential that business owners have to convert their businesses from offline to online platforms. It has been established that many scientists have dealt with the chosen topic, however, there is no unified understanding and interpretation. The advantages of Internet marketing have been identified, including the ability to search for goods without limitations of interstate borders; you can get information about the product, as well as consultation from a specialist without leaving your home; carry out "office" marketing research, etc. A higher level of customer service is achieved. The disadvantages of Internet marketing are also identified (significant investments at the time of creating an Internet page; high level of competition; the existence of a product that is undesirable to sell through an online store; the level of threats regarding the violation of copyright and confidentiality, fraud and other dangers). The factors contributing to the emergence of advantages and disadvantages of Internet marketing are singled out. It has been established that the use of Internet resources in combination with marketing research, as well as establishing communication with the target audience, will help to form a successful marketing business strategy, and it is convenient for consumers to buy goods and receive quality services according to their needs. The role of marketing research in the formation of a marketing strategy is highlighted. The classification of the Internet audience was carried out (core audience, maximum audience, irregular audience, active audience, weekly audience). It was established that the marketing actions of the enterprise will depend on the level of development of its Internet marketing (the first level - the company is only present on the Internet, the second level - there is active interaction between suppliers and consumers, the third level - the main part of the activities is carried out using Internet technologies). It has been proven that the use of Internet marketing is a promising direction in the activities of enterprises.