Danylenko M. Internet marketing of hotel enterprises

The thesis is a complex research of theoretical, methodological and practical aspects of the Internet marketing usage by hotel enterprises. The analysis and systematization of scientific approaches of the Internet marketing nature and its place and role in marketing activity has been done. The genesis of the Internet marketing tools has been investigated. The theoretical nature of the enterprises marketing activities implementation process has been analyzed. The interrelation between Internet marketing tools and components of the hotel enterprises marketing policy has been established. The degree of usage of the internet technology in the product, price, communication, marketing and branding policies of hotel enterprises has been reviewed. The determinants of the Internet marketing tools choice have been investigated. The scheme of the Internet marketing implementation on the hotel enterprises has been created. The methodical approaches to evaluating the effectiveness of Internet marketing have been proposed.