As a result of the active development of tourism in the world, an increasing number of destinations have become available for tourists. At the same time, due to the growing competition, the individuality of special places of recreation sharply decreases. In the face of global competition, when tourist destinations become easily replaceable, destination controls are included in this battle for the attention and resources of tourists. The destination is a complex product, and it is necessary to engage in marketing with the same efforts as enterprises are marketing their goods and services. Due to global digitalization, Internet marketing has long become an integral part of any effective marketing campaign. Determining the goals, methods for achieving them and choosing the right Internet marketing tools are one of the main steps on the path of promoting tourist destinations. Creating an ideal digital marketing strategy is based on the use of a specific set of digital promotion tools. Along with the classic tools, such as website, e-mail marketing, SMM, SEO and SEM, content marketing, it is necessary to implement modern, rapidly gaining popularity in recent years: chatbots and instant messengers, optimization for voice search, video and audio content.

User buying decision models are continually changing. Few people spend money spontaneously - people watch reviews, read reviews, compare prices, and only after they receive the relevant information are they ready to move on to the next stage. Therefore, the definition of useful Internet marketing tools is one of the main steps in strategic management. Along with the classic tools, such as website, email marketing, SMM, SEO and SEM, content marketing, it is necessary to implement modern, sharply gaining popularity in recent years: chatbots and instant messengers, optimization for voice search, audio content. Particular attention should be paid to end-to-end analytics, which can track the effectiveness of each advertising channel, even offline. Based on the indicators, it is necessary to optimize advertising budgets and adjust the management strategy.

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The article investigates the components of sales management of an industrial enterprise. In the study of the theoretical foundations of sales management of the enterprise was considered the semantics of the concept of «sales», «sales management». The principles, functions and components of the sales management system were studied. Because of research of semantics of concept of «management of sales activity», the following generalizations are made: 1. The study of the concept of "sales management" in the works of most domestic scientists is focused on the study of the function of organizing the process of movement of goods from producer to consumer. 2. When studying the category of «sales management», almost all scientists emphasize the interpretation of the concept of «sales» and its elements. 3. In the works there is no study of the sales management system in the general management system of the enterprise. Therefore, we propose to consider the system of promotion of manufactured products on the market (formation and maintenance of demand, receipt and processing of orders, equipment for shipment to consumers, as well as shipment and delivery) and planning and organization of payments. In accordance with the defined purpose and content of the studied concept, the main functions of the sales management process were considered: forecasting and planning, organizational and coordination, stimulation and motivation; monitoring and control. Having analyzed the main categories of sales management, we have clearly outlined the principles of quality implementation of the sales process: compliance of goods with the needs and demands of consumers and market requirements; infrastructural and information-analytical support of sales activity; selection of optimal sales channels in terms of efficiency and profitability, as well as staffing and financial support of the sales system.

У статті обґрунтовано доцільність застосування стратегічної моделі управління Інтернет-маркетингом, розглянуто застосовувані на практиці та опрацьовані науковцями стратегічні підходи, окремі стратегії, а також визначено основне коло стратегічних рішень, які необхідно прийняти для того, щоб забезпечити успішне формування та посилення на основі Інтернет-маркетингу конкурентних переваг компанії на ринку