Concept of Internet Marketing as a Modern Organization Development Paradigm

The key theoretical aspects of the formation of marketing and the use of the marketing mix in the modern context are considered. The relevance and conceptual need for improving the marketing mix and the development of practical recommendations taking into account the transformation of the global market and the rapid development of innovative technologies and tools are determined. An in-depth theoretical and methodological analysis of the theory of the marketing mix and its containing elements are carried out, which allowed the author to classify the existing marketing concepts. Due to the lack of a unified system for periodization of development of the marketing mix, the author has developed and proposed the structuring of the main evolutionary stages of marketing development and it’s containing elements. Theoretical and methodological aspects of the formulation of the organization’s Internet marketing concept using the “7P” elements as the main paradigm of the functioning of organizations are developed. A classification of the main elements of the concept of Internet marketing is presented with a description of their characteristics, features of use, advantages and disadvantages, which will allow using these theoretical approaches in practice. It is proved that the formulation of the concept of Internet marketing is impossible without the use of innovative Internet technologies. The main trends in the development of Internet technologies in the world are investigated. Graduation of the countries of the world by the groups of the integrated ICT index is carried out. It is proved that the use of ICT in the process of formulation the concept of Internet marketing is the most effective method in the modern context. The risk indicators and the effectiveness of the use of the concept of Internet marketing by banks of Jordan are assessed and analyzed.