MARKETING MANAGEMENT IN THE SERVICE SECTOR: BUSINESS PHILOSOPHY, RANGE OF TOOLS AND MODERN TRENDS

Abstract

Since the role of modern marketing management is increasing every year, this article examines the essence of the philosophical understanding of the idea of marketing management at enterprises. Theoretical approaches and lines of use of marketing management in the service sector were studied. Areas of studies were identified, their directions in the context of the existing characteristics were outlined. It was established that marketing management is such kind of philosophy that puts a customer into the center of business strategy. It was grounded that human needs are in the basis of marketing relations. Concise list of marketing evaluations, which are taken into account while setting priorities of marketing management, was provided. Special attention was paid to conceptual points of marketing management, determination of its development tendency, particularly innovation, diversification of products, digitalization, establishment of virtual shops, increasing significance of providing services, etc. These tendencies are observed when orientation of impact of complex tools of marketing is changed due to situational involvement of consumer to individualization of relations in order to develop long-lasting interaction. It was emphasized that a service sector enterprise in the process of its activity needs to take into account exacted attitude of customers, their orientation towards creativity, development of cult of the youth, constant studying, etc.