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The Development of Methods for Internet-Marketing Tools Usage for the Purpose of Implementation the Promotion Strategy for the Company in the E-Commerce Sphere

Student: Pavel Zotov

Supervisor: Alexander Porshnev

Faculty: Faculty of Management

Educational Programme: Management (Bachelor)

Final Grade: 9

Year of Graduation: 2016

The present paper describes a proposed research, which will systemize the most common methods of Internet-marketing tools usage and analyze their value for implementing a promotion strategy for the company in the e-commerce segment. The future study will examine the cases involving different techniques for managing tools, depending on the potential goal of the business. This would allow indicating the specifics of each approach in promoting an Internet business in a clear and thorough way. More precisely, the paper will represent the idea of interrelation of three main factors, which influence the further development of Internet-marketing strategy for e-commerce companies. The study will consider the fundamental ideas of Internet-marketing concept and subsequently observe practical approaches for promoting an e-commerce company, based on the experience of chosen respondents and analyzed secondary data sources. It is anticipated, that the recommendations given in the study may be relevant to Internet businesses in various fields. The empirical approaches mostly employ the common Internet-marketing logic and the modern understanding of the consumer behavioral patterns. In addition, the applicability of ideas within the functional framework of instruments, which were descended from the organic development of the web infrastructure, may allow the practitioners to form a deeper understanding of marketing online mechanisms and their suitability in terms of business goals. This therefore will contribute to the effectiveness of the marketing activities carried by organizations and improve the quality of the approaches when conducting a promotion strategy.

Full text (added May 22, 2016)

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