Author: Larisa M. Kapustina, Dr. Sc. (Econ.), Prof., Head of Marketing and International Management Dept; Ilya D. Mosunov, Business Development Manager

Abstract: The paper deals with the essence and main tasks of internet marketing, specifies the differences between traditional and internet marketing mixes. The peculiarities of digital marketing are identified, the “6I” model is amended on the basis of new possibilities and application directions of business in global computer network. Finally, advantages and disadvantages of internet marketing are justified.

Keywords: the four Ps in Internet marketing; “6I” model; digital marketing, internet advertising; customization, targeting.