Yeremenko J. Individualization of Marketing Based on Internet Technologies

The thesis is devoted to the issues of individualization of a marketing influence on consumers using Internet technologies. This thesis clarifies the conceptual framework of individual marketing and proposes an author's definition of individual marketing as well as systematizes approaches to the classification of Internet technologies in marketing and, as a result, proposes a classification on the basis of Internet marketing complex. The relationship is defined between the Internet marketing tools, online resources and Internet technologies in marketing. The method is developed to assess the level of using Internet technologies in marketing, leading to a definition of the specific typology of the company's Internet resources. The development trends of Hospitality Management in the Crimea were analyzed and the level of using Internet technologies in the companies' marketing activity was assessed. A segmentation of consumers based on behavioral loyalty factors was carried out and mathematical models for determining the predictive value of individual segments were proposed. The model of individualization of the marketing mix on the basis of using the Internet technologies was developed.