Marketing online następcą marketingu tradycyjnego
Online marketing as a successor of traditional marketing

Summary/Abstract: Online marketing in the modern economy has become a tool that displaces the traditional marketing. Ease of access to the Internet means that the sale of products/services can be carried out on a larger scale than before. The aim of the article is to present the potential that generates the use of online marketing and the indication of its importance for modern enterprises. To achieve the goal, a review of the subject literature was carried out as well as the analysis of numerical data characterizing Internet users, social media and the e-commerce market in Poland and Worldwide. The result of the conducted analyzes is to understand the phenomenon of modern online marketing and to recognize the benefits it generates for enterprises. The results obtained, confirm the growing importance of online marketing in contemporary enterprises.

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