Theoretical Approaches to the Concept of Marketing Strategies

The world economy has entered an era characterized by an unprecedented increase in global competition. It is becoming increasingly difficult for modern business to retain a significant place in the market, therefore, marketing focused on the consumer and his needs is becoming a priority area of efforts. Effective marketing solutions provide the company with a stable demand for its goods and services, which in turn guarantees the business a constant profit and a stable position in the market. The use of Internet technologies as a tool for implementing marketing strategies has become very popular today. Recently, the following areas of Internet marketers can be distinguished: • organization of sales via the Internet, organization of online stores; • offer of goods and services by functional types of organizations; • Internet advertising is a special medium for the dissemination of Internet services. However, as practical experience shows, often the offer of Internet services does not become successful, since consumers do not find effective and efficient mechanisms for establishing long-term attachment to certain types of Internet spaces. Therefore, recently, marketing specialists have created specialized spaces on the Internet, within which the client-consumer participates in the construction of certain types of joint activities, which becomes a method of building long-term, stable relations between the client and the Internet service provider.