Internet marketing in the contemporary business theory and practice

The Internet is a public worldwide (global) de-centralized network based on certain standards. Advantages of the Internet are also used by internet marketing, which is discussed in our report. Infirst part the development and growth of the importance of the internet in general is summarized, in particular the influence of the internet on marketing is emphasized - especially on marketing communication. The web site as the most widespread communication tool of internet marketing is analyzed into details and the other tools of internet marketing are also briefly summarized. The use of internet marketing is examined on a sample of small and medium-sized enterprises in the Slovak Republic. The assumption that the rate of using of internet marketing grows with the size of the enterprise was acknowledged. An interesting finding is that service companies make greater use of internet marketing than manufacturing companies