APPLICATION AND IMPORTANCE OF INTERNET MARKETING AMONG BUSINESS ENTITIES IN THE REPUBLIC OF NORTH MACEDONIA

Abstract

Marketing as a scientific and practical area plays a key role in the successful management of businesses and organizations, therefore within the framework of the paper it was formulated and operationalized as a basic term and then distinguishing and emphasizing the term internet marketing within the business entities with a special overview of the territory of the Republic of North Macedonia. Namely, internet marketing, also known as digital marketing, represents a complex and dynamic set of strategies and techniques for promoting products, services or brands via the internet. With the advent of the digital age, internet marketing has become an integral part of business strategies, providing an unprecedented opportunity to connect with large audiences and create significant value. At the same time, special attention was paid to the interpretation and analysis of the results that were collected from the employees of the business entities by applying a survey questionnaire conducted within the companies, which aimed to form a representation of their attitudes, opinions, perceptions and knowledge about the application of internet marketing within their operations. It is particularly important to note that the need to prepare this paper was perceived in the needs of expanding knowledge about Internet marketing in our Republic, especially among business entities that are not yet sufficiently familiar with its power. Data on a theoretical or empirical level will be new knowledge for our territory.