This thesis provides basic overview of marketing concepts and tools which are available for the Internet environment. It also provides new trends and opportunities in the online environment. Output of the thesis will be efficient strategy for men's lifestyle magazine with usage of minimum finance sources. Eficiency will be taken by using of combination and application of marketing tools available in the Internet environment. The main goal is to get super-synergy affect of marketing mix components for maximum efficiency and minimum costs.

El objetivo de esta investigación es estudiar si existe una relación y de qué tipo entre la estrategia de Inbound Marketing en el social media y la decisión de compra online. Este estudio es relevante debido a que permitirá comprobar que las acciones del Inbound Marketing están relacionadas positivamente con la decisión de compra online en las tiendas por departamento en el rubro de la moda. Las acciones a considerar para la investigación son las siguientes: atracción, conversión, generación de leads, seguimiento de leads y por último, fidelización. El público objetivo para el estudio son mujeres que realicen compras vía online, se encuentren entre los 18 y 30 años de edad y residan en la ciudad de Lima. Se considerarán 250 encuestas al público objetivo, estas en base al cuestionario estructurado con 20 preguntas. / The objective of this research is to study if there is a relationship and of what type between the Inbound Marketing strategy in social media and the online purchase decision. This study is relevant because it will allow us to verify that Inbound Marketing actions are positively related to the decision to buy online in department stores in the fashion sector. The actions to be considered for the research are the following: attraction, conversion, lead generation, lead tracking and finally, loyalty. The target audience for the study are women who make purchases online, are between 18 and 30 years old and reside in the city of Lima. 250 surveys will be considered to the target audience, these based on the structured questionnaire with 20 questions. / Trabajo de investigación

Диссертация посвящена вопросам социального маркетинга – Social Media Marketing (SMM). Рассматривается статистика продвижения товаров и услуг через работу в социальных сетях. Предметом анализа выступает инструментарий SMM, статистика активных пользователей и капитализация компаний. Результаты исследования могут быть применены в сфере организации SMM-продвижения бизнес-процессов и подготовки студентов в области онлайн-маркетинга. / The article is devoted to the issues of network marketing – Social Media Marketing (SMM). We Сonsider the statistics of the promotion of goods and services through the work in social networks. The subject of the analysis is the SMM toolkit and its system application. The results of the study can be applied in the organization of SMM-support business processes and prepare students in the field of online marketing.