Today, marketers and media companies face a changed environment, affected mostly by the rise of the Internet era. The emergence of various technology applications, combined with the global change of customers is affecting the communication between marketers and consumers. Consumers and marketers are changing their roles; consumers are now media producers, programmers, and distributors, through the use of the social networking applications. The aim of the thesis is to analyze this trend, to predict its lifetime and to provide useful insights for the parties that are involved in it. Main point of evaluation are; the structure of the social media marketing ecosystem; the impact that social networking has on the business environment; the relationship of social media and the conventional media, and the legal and ethical concerns of the use of social media. Social networking is a new, experimental trend that has been accepted by many companies, as a part of their communication strategy. The trend has introduced many challenges for businesses, both positive and negative. To seize the positive challenges, marketers need to invest further in learning the rules of the new marketing trend, and in improving their social networking strategies.

Магистерская диссертация посвящена вопросам совершенствования маркетинговой политики предприятия для повышения его устойчивости. Специфика экологического предприятия Ив Роше состоит в производстве органической продукции. Целью исследования является разработка и экономическое обоснование мероприятий по совершенствованию маркетинговой политики торгового предприятия. В работе сделан вывод о том, что непрерывное совершенствование инструментов прямого маркетинга способствует повышению конкурентоспособности и устойчивости торгового предприятия. / Master's thesis is devoted to improving the marketing policy of the enterprise to improve its sustainability. The specifics of the ecological enterprise Yves Rocher is the production of organic products. The study`s purpose is the development and economic justification of measures to improve the marketing policy of the commercial enterprise. The paper concludes that the continuous improvement of direct marketing tools contributes to the competitiveness and sustainability of the commercial enterprise.