THE INTEGRATED MARKETING SYSTEM IN OFFLINE AND ONLINE ENVIRONMENTS

The article aims to reconfigure the marketing organizational structure in the context of the approach marketing on two levels: offline and online, in physical space and virtual space, in what we call an integrated marketing system. This approach must be systemic, in a complex and complete, correlated gear, in which each component, each element, has its own role but functions integratedly, in connection and correlation with all the other elements, interconnected, influencing each other. The marketing organizational structure must be reconfigured and adapted to growing complexity of the marketing system. Digital marketing is the umbrella term that includes all online marketing activities. Virtual marketing is a specialization of it, focused on virtual environments. The emergence of artificial intelligence - AI, has decisively marked this evolution, marketing acquiring unprecedented valences in the current world, which in some places belong to science fiction, imagination being surpassed by reality. AI is the intelligence of machines that imitates the cognitive functions that we associate with humans: learning and problem solving, the ability of a system to correctly interpret external data, to learn from such data and to use what it has learned to achieve its specific goals and tasks through flexible adaptation. Companies have a wide range of strategies and potential aspects on the Internet to consider when deciding how to best implement profit maximization strategies