Internet marketing management has become a critical element of enterprise development in the digital economy, enabling organizations to interact with customers more efficiently and expand their market reach. This study examines the theoretical foundations and managerial challenges of internet marketing, focusing on the integration of digital tools, data analytics, and customer-oriented strategies into overall business processes. The research analyzes key issues such as rapidly changing online environments, increasing competition, data privacy concerns, technological complexity, and difficulties in measuring marketing effectiveness. Particular attention is given to the role of digital platforms, social media, and automation technologies in improving communication, personalization, and operational efficiency. The findings indicate that successful internet marketing management requires strategic planning, cross-functional coordination, and continuous innovation. The paper concludes that a systematic and integrated approach to digital marketing enhances customer engagement, strengthens competitiveness, and supports sustainable enterprise growth in dynamic market conditions.

internet marketing, digital marketing management, online strategy, customer engagement, data analytics, competitiveness

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