The Development of Promotion Program of the Software Products in Internet Network

The paper is devoted to the development of promotion program of the software products in internet network. The composition and content of the program of promotion of software products in the Internet environment are outlined. We focused on the main stages of program development, marketing and communication goals, the forms and content of communication messages.We proposed the set of marketing communication tools and the option of using them at various stages of generating responses.We made the conclusion that the presented methodology for development of the program to promote software products using Internet marketing tools is based on the integration of the main points of classical marketing in the promotion of products for market and Internet marketing tailored to the software product. The proposed model for the selection of tools, depending on the stage of formation of responses of the target audience, allows formalizing part of the media planning process