Open AccessMETHODOLOGY OF FORMING COMPANY BRAND PROMOTION STRATEGY USING INTERNET MARKETING TOOLS
Author(s) -
Svetlana Stanislavovna Chebotareva,
Elena Gennadievna Gushchina
Publication year - 2018
Publication title -
vestnik astrahanskogo gosudarstvennogo tehničeskogo universiteta. seriâ: èkonomika
Language(s) - English
Resource type - Journals
eISSN - 2309-9798
pISSN - 2073-5537
DOI - 10.24143/2073-5537-2018-2-23-28
Subject(s) - business , the internet , marketing , order (exchange) , promotion (chess) , reputation , quality (philosophy) , digital marketing , brand awareness , computer science , politics , world wide web , political science , law , social science , philosophy , finance , epistemology , sociology
At the present stage of development of the world economy, international companies compete in constantly changing conditions, which actualizes the problems of promoting their brands to domestic and foreign markets. Internet marketing is an effective tool that allows companies to successfully achieve their goals in the conditions of global competition. Today, information technologies assist in emerging the new types of business and new methods of promoting the company's brand into the global market via the Internet. Using the opportunities of Internet marketing as a new type of market interaction for selling goods and services in the world market allows to reduce costs and accelerate the introduction of innovations, and also contribute to improving the quality of services with better satisfaction the customers’ needs. To successfully promote the company's brand in the Internet, it is necessary to analyze the current situation, identify the goals and tools for realization of necessary strategy, tactics and control. Presently, use of the Internet in order to promote the brand is a necessary solution for business development. The global network allows to form a winning reputation of the company, increase recognition of its branded products and services.