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From the publisher:

The textbook considers in an accessible form the essence, goals and functions of the Internet in marketing as an important sphere of economic activity in the context of modern development of information and interactive technologies. The peculiarities of the World Wide Web functioning and the possibilities of forming an enterprise marketing system in its environment are determined. Marketing approaches to assessing the effectiveness of the use of the enterprise's web server and methods of conducting advertising activities on the Internet are covered. The textbook is intended for students and teachers of higher education institutions, as well as for practitioners in various business areas where the Internet can be used to solve marketing problems.