Abstact

 This book is written to explain the scientific and practical aspects in the field of studying electronic marketing communications. The main attention is paid to the theory of development and historical development of marketing communications. The need for communications as an integral part of the electronic marketing strategy of the organization is discussed. The main features of the development of online marketing communications in the world are highlighted, as well as trends and techniques for designing modern online marketing communications. It is proved that modern business organizations need to organize online promotions in order to increase sales of goods and services and increase market share. The conceptual need to use advertising and public relations in an electronic marketing strategy is discussed in order to increase brand awareness, increase profits and form a positive reputation of the organization. The main features of organizing personal sales to the target audience of the organization and attracting potential customers are considered. Direct electronic marketing for modern organizations is covered through a conceptual approach. Particular attention is paid to the characteristics of electronic marketing communications and their impact on consumer behavior, the main methods and tools for stimulating the increase in sales of modern organizations in a competitive environment, the most important methods and main tools for assessing electronic marketing communications are formed. The theoretical and methodological methods obtained as a result of practical practice are determined with the possibility of using them as a tool for understanding the need to use and apply electronic marketing communications in the activities of an organization.

We hope that these results will be useful for university students, postgraduates, educational institutions and businessmen. This book will contribute as a reference material for studying the theoretical foundations of electronic marketing communications.