ELECTRONIC MARKETING AS A TOOL OF COMPANY SUPPORT AT EXTERNAL MARKET

The article deals with the task of marketing activities of a company when entering a foreign market (to determine the percentage of sales that it expects from foreign markets; in what foreign markets it will operate and how many there will be; in what countries and what type it wants to operate). It is stated that the marketing success is based on marketing communications using advanced information technologies. The essence of the concept of «email marketing» is clarified. The basic directions of application of electronic marketing are distinguished: marketing researches from the position of the producer / seller of products; promotion campaign; Internet commerce organization (e-commerce). The principles of forming an effective e-marketing system in companies entering the foreign markets are defined. The process of realization of electronic marketing on entering the international market (goal setting and tasks; determination of the budget; choice of a domain name and creation of a site; preparation of materials on goods; search of consumers; choice of promotion methods; realization of a marketing program; evaluation of the effectiveness of the campaign) has been developed. Featured are email marketing tools (SEO, Search Engines Optimization; contextual advertising; display advertising; social media advertising — SMO (Social Media Optimization, SMM — Social Media Marketing); viral marketing; direct marketing; content marketing; PR -Companies; digital out-of-home; CRM). It has been noticed that the process of buying a product with the help of various electronic marketing tools has become much easier: the consumer can buy the goods they like almost anywhere and at any time. The advantages of using electronic marketing in the conditions of entering the company to the foreign market are clarified. Problems of introduction of electronic marketing by domestic companies are formed: internal, social, economic, external. Suggestions for effective management of electronic marketing in the conditions of entering the foreign market — the use of a strategic approach, which is to constantly improve the level of business competitiveness, to strengthen the market position of the company by careful systematic analysis of the competitive position of the company.