Efficiency Evaluation of Methods of Promotion on the Internet Depending on the Strategic Objectives of the Company in the B2B Market (the Case of "Dorado" Company)

The hypothesis of the master's thesis consists that the most effective methods of advance of the website of the Dorado company are the contextual advertizing and advertizing on the websites partners of search engines. Purpose: To estimate efficiency of the existing advance methods on the Internet in the market v2v. Research problems: To analyse the existing advance methods on the Internet in the markets v2v; To characterize features of advance on the Internet of goods and the services b2b; To reveal indicators of efficiency of instruments of advance; To develop the "advance methods-efficiency" qualifier for definite strategic objectives of the companies; To develop design of an empirical research To reveal the most effective methods of advance on the basis of efficiency indicators; To develop recommendations about further advance of the website of the Dorado company. The structure of work combines a theoretical part in the first and second chapters and practical in the third. Chapter 1 is devoted to the review of literature on advance methods, reviews of special indicators of efficiency of these methods and the characteristic of features of internet marketing in the b2b market. In chapter 2 strategic objectives of the company on the Internet are listed. Further there is a creation of the qualifier in which methods of advance are built proceeding from the purposes of the company. Also efficiency indicators under each method of advance pay off. In the conclusion the design of future practical research is described. The characteristic of the market the protivivopozharnykh of services is provided in a chapter 3, further to be described the advance methods which are picked up under strategic objectives of the Dorado company. The statistics of indicators of efficiency of this method is given to the description of each method. In the conclusion the conclusion will be drawn on what of methods was the most successful.