Effectiveness Of Marketing Activities Research Articles

Study of the dynamics of the main indicators of the activity of transport enterprises in the conditions of the introduction of innovation

In the context of logistics integration, it is important to conduct analytical activities to study the effectiveness of marketing innovations in a timely manner. To form an idea of the effectiveness of marketing activities, it is necessary to study the influence of various factors on the performance indicator, in the case of logistics, this may be the volume of transported goods. The motive for writing the article was to study the capabilities of standard software for analyzing the effectiveness of economic processes in general, and in particular the results of innovative activities. The purpose of the article is to analyze the innovation, namely the integration of the logistics space in a certain region, for four companies in the Northern Black Sea region in order to assess the potential of these companies in the provision of transport services, taking into account the implemented innovation. The study used information provided by transport companies from 2013 to 2022. The choice of the focus of the study in the field of transport support is due to the importance of the quality of transport support for the functioning of the economy, especially in the context of cross-border movement of components and goods, raw materials and finished products. For the optimal study of the innovation efficiency, studies were conducted for two periods, namely from 2013 to 2019, and from 2013 to 2022. The analysis used the tools of mathematical analysis (function derivatives) for polynomial trend equations. It was found that for all four companies that participated in the implementation of the innovation, namely in the formation of an integrated logistics space with the creation of a common rolling stock base and the search for algorithms for the most optimal use of vehicles for cargo transportation, there is a positive dynamics of the total volume of cargo transportation, which indicates the effectiveness of the innovation. The introduction of innovations in logistics is the main condition for increasing the level of transport provision of the economy, which provides opportunities for a more systematic and comprehensive development of the economy. The integration of the logistics space on the example of four companies in the Black Sea region allowed not only to improve the quality of transport services, but also to increase the total profit of the group of companies, which indicates the effectiveness of marketing innovations. The results of the study can be used to replicate the innovation to other transport enterprises both within the region and for other regions. The proposed methodology for analyzing the effectiveness of innovations can be extended to other innovations in various sectors of the economy.

USE OF SOCIAL NETWORKS BY TOURIST ENTERPRISES AT THE CURRENT STAGE

The article focuses on highlighting issues related to the use of the internet, specifically social media, in the activities of tourism enterprises. Due to high competition in the tourism business, it is necessary to utilize a full range of effective tools to attract clients. One of the most effective channels of interaction between tour operators and end consumers is the Internet in general and social media in particular. The tourism industry was one of the first to enter the realm of social media: tour operators have long been exploring opportunities for business promotion that social media platforms provide. Using social media to build relationships with target audiences is essential to ensure the prospects of development for tourism enterprises and to maintain or increase their economic indicators. Social media marketing (SMM) has become a crucial tool for the tourism industry, allowing businesses to capture attention and engage with potential travelers in the virtual environment. The use of SMM allows tourism enterprises to address many tasks. Tourism companies must be present on popular social media platforms such as Facebook, Instagram, TikTok, X (Twitter), LinkedIn, YouTube, and Pinterest. Each platform offers unique opportunities to showcase different aspects of the travel experience. Collaboration with influencers and travel bloggers expands the coverage and trust in the tourism enterprise on social media. Worldwide, there are over 4.5 billion people using some form of social media—approximately 57% of the world's population. By the beginning of 2024, there were 24.3 million social media users in Ukraine, equivalent to 64.9% of the country's total population. At the same time, 21.18 million Ukrainians aged 18 and older used social media, accounting for 69.3% of the adult population. In general, 82% of internet users used at least one social media platform. Social media platforms provide companies with the opportunity to establish direct contact with their target audience. Publishing interesting content and interacting with clients helps better understand the audience, receive feedback in real-time, and create more personalized offers. Social media marketing is a relatively new area of activity for tourism enterprises, which they actively explore regardless of the scale and specifics of their operations. SMM is a special tool of internet marketing that involves promoting a product, service, company, or brand through the use of social media, the connections of which are created and updated by the efforts of their visitors. Researching the potential of social media is a strategic tool for improving the tourist experience, monitoring the reputation and image of the tourism company, and analyzing current competitive strategies. As the number of social media users continues to grow rapidly, this trend will increasingly be taken into account in the tourism services market, and therefore, the importance of effective marketing activities of tourism organizations in this segment will grow. Keywords: social networks, tourist enterprise, SMM marketing.

Economic contractions and effectiveness of marketing activities: a case from the automotive industry

Economic contractions and effectiveness of marketing activities: a case from the automotive industry

Brand reputation enhancement through data mining in social media

The rise of social media has provided a large range of data such as user behavior data, social relationship data and so on, which can be used for business analysis, and the use of analysis tools can obtain complex, extensive and continuously followed social media data to help enhance the reputation of brand. In this paper, the definition and potential relationship between data analysis, social media and brand reputation and how the analysis results can help enhance business reputation will be introduced. This paper uses the research methodology of review, collecting and analyzing a large amount of literature, and draws a series of effective conclusions, and concludes that data mining of social media can effectively help business analysis to expand brand reputation, indicating that data mining analysis brings a significant improvement in effectiveness of marketing activities[1].

ORGANISATION OF MARKETING ACTIVITIES IN AGRICULTURAL ENTERPRISES

The aim of the article is to identify the characteristics of the introduction and development of marketing activities in agricultural enterprises in order to increase the efficiency of their activities. Methodology. The theoretical and methodological basis of the study is a systematic approach to the study of economic phenomena and processes related to the marketing activities of agricultural enterprises. In formulating theoretical generalisations and formulating conclusions and proposals, the paper uses historical, abstract and logical, and monographic methods. Forecasting of indicators characterising the marketing potential of enterprise in the context of increasing labour productivity at enterprises, market parameters and substantiation of the choice of marketing strategy of agricultural producers is carried out using the methods of extrapolation and economic forecasting. The article uses general scientific and special research methods: abstraction and comparison, analysis and synthesis, graphical methods, deduction, economic and mathematical modelling, observation and comparison, and the logical method. The results of the study show that marketing instruments include methods of its implementation, i.e., advertising, sales, customer service, pricing policy, study of needs and demand, communication with consumers and the public. Calculation of a comprehensive indicator of efficiency of marketing activity of enterprises is an important direction of assessment of the status and level of development of the marketing complex at enterprise. The indicator makes it possible to promptly identify and eliminate deviations in achieving goals and fulfilling tasks, which affects the overall performance of the enterprise. The results of the study are presented in the form of tables, graphs, diagrams, and charts. Practical implications. Since the marketing activity of an agricultural enterprise is multifaceted, it is necessary to evaluate its effectiveness in the following areas: efficiency of implementation of marketing functions, implementation of the marketing complex and use of marketing resources. In order to assess the level of efficiency of marketing activities, it is necessary to analyse both strategic and tactical aspects of the agricultural enterprise. Value/originality. An important component of ensuring marketing activities in the agricultural market is the communication policy of the enterprise. A modern system for assessing the effectiveness of marketing activities should take into account the possibility of disseminating information via the Internet, which is an indispensable tool for obtaining up-to-date marketing information.

Navigating the Marketing Landscape: Strategies for Promoting Private Higher Education Institutions in South Africa

Private institutions in South Africa's higher education sector need effective marketing strategies to attract and retain students amidst competition. This article provides marketing strategies for Private Higher Education Institutions (PHEIs) in South Africa to navigate a competitive landscape. The objective of the research is to determine the effective media and marketing activities for PHEIs to target a larger market share. The study involved 23 semi-structured interviews with students enrolled at three PHEIs in South Africa. The researcher conducted a thematic analysis to identify patterns from transcribed interviews. Codes were created for each theme, and similar topics were clustered. Microsoft Word and Excel were used for data interpretation and visualisation. ATLAS.ti 22, a CAQDAS software, was employed for further analysis and interpretation. The study suggests that PHEIs in South Africa should prioritise their online presence, websites, and participation in high schools and career fairs to target a larger market share. Marketers should create and adapt their marketing strategies to include various communication channels and methods. Positive word-of-mouth interactions also play a significant role in the marketing efforts of PHEIs, so marketers should focus on developing strategies that generate such interactions.

INCREASING THE EFFICIENCY OF MANAGEMENT OF THE PERFORMANCE OF MARKETING ACTIVITIES OF THE ENTERPRISE IN THE CONDITIONS OF DIGITALIZATION AND THE POST-WAR PERIOD

The article defines the main directions of digitization of the management of the effectiveness of marketing activities of the enterprise. The purpose of the article is to justify proposals for improving the digitalization of the document flow system of marketing business processes due to its design in terms of the main directions of the company's marketing activities, to determine the role of digital marketing tools in managing the effectiveness of marketing activities. The components of document flow systems of marketing business processes have been studied. It is shown that digitalization contributes to increasing the effectiveness of marketing research and justification of marketing decisions. It was determined that the combined use of traditional and digital marketing tools allows for a synergistic effect in managing the effectiveness of marketing activities. The expediency of designing a document flow system of marketing business processes in terms of the main directions of the enterprise's marketing activity (development of product, price, sales, communication policies, marketing management), as well as points of interaction of the functional subsystem of marketing management with the functional subsystems of production, personnel, finance and innovation management is shown. It is shown that the digitalization of marketing performance management is an integral part of the company's digitalization strategy. It was determined that the classification of companies depending on the level of innovative activity is more appropriate for the study of innovative marketing strategies of Ukrainian enterprises. It was determined that in the post-war period, the main threats to the enterprise are the destruction of logistics chains, the shortage of own funds of enterprises and the difficulty of obtaining credit funds, the complication of business conditions due to state policy, and a high degree of uncertainty in the business environment. In such conditions, the tools of digital technologies make it possible to increase the effectiveness of managing the effectiveness of marketing activities and more rationally distribute the limited marketing budget.

Formation of a marketing strategy for regional tourism development

Currently serving as the backbone of numerous national economies, the tourism industry occupies a substantial economic niche and is a rapidly evolving and promising sector. However, it is not immune to the uncertainties of the economic environment. To address the challenges and foster the industry's growth, it is imperative to employ comprehensive marketing tools and strategies in regional tourism development. The publication's purpose is to research and analyze the theoretical and methodological aspects of forming a marketing strategy for the regional development of tourism. The article examines the peculiarities of forming a marketing strategy for the regional development of tourism. The categorical apparatus "strategy" and "marketing strategy" are defined and researched marketing tools in tourism at the regional level. Grounded marketing concepts: management concept, promotion technology, functional direction. The role of marketing in the tourism industry is indicated, and attention is paid to the fact that the strategic goals of regional management require a marketing approach. The requirements for the marketing strategy are determined, the system of indicators for evaluating the results of the strategy implementation at the regional level, and indicators of the regional effectiveness of marketing activities. Tourism activities are implemented in a competitive market environment where specific economic laws and market relations apply. Numerous external and internal factors currently affect the development of the tourism industry. Marketing tourism policy is aimed at increasing the level of competitiveness. To remain competitive, it is necessary to introduce innovations and develop new marketing strategies. Keywords: strategy, marketing, marketing strategy, region, competitiveness, innovation.

ORGANIZATION OF SPORTS EVENTS IN MODERN CONDITIONS

The aim of the article is to study the features of the organization of sports events under martial law. It is established that the main risks on the way to the effective organization and conduct of sports events under martial law are the escalation of hostilities in the region, the decrease in the popularity of the sport, the convenience of the infrastructure of the sports facility, and the popularity of athletes participating in competitions. The strengths of sports event organizers are: a positive image; accessibility of sporting events; success of image projects; mass events and involvement of the general public; Effective marketing activities. The weaknesses of the organizers of sports events are: location in the war zone; prohibition of international competitions; deficit of budget financing of sports events; destruction of sports facilities intended for sports events. The main ways to overcome the crisis phenomena associated with the war and its consequences for the organizers of sports events are: ensuring safety and comfort during events, increasing the number of participants in sports events, strengthening international ties with physical culture and sports organizations, improving marketing and scientific activities, cooperation with public organizations of physical culture and sports.

The impact of digitalization on the development of marketing strategy in entrepreneurship

The analysis of the role of digitalization in the development of marketing strategies in business is a relevant topic due to the widespread use of digital technologies in modern society. The forms, tools, and directions of an enterprise's work are changing rapidly, making the adaptation of marketing activities to market changes an urgent issue. In modern business, the effective use of information technology can enable a shift towards a customer-centric business model. The article examines previous research on enhancing marketing strategies in the digital economy. As we all know, digitalization is a worldwide phenomenon that affects all aspects of social life, such as the economy, business, education, and culture. It presents new opportunities and challenges for entrepreneurs who must adjust their marketing strategies to evolving market conditions and consumer demands. This article explores the impact of digitalization on the evolution of marketing strategies in business. It highlights the transformations that have occurred in the marketing industry as a result of the widespread integration of digital technologies. The article suggests that the advent of digitalization has had a significant impact on the development of marketing strategies, requiring the implementation of new tools to ensure effective and competitive marketing activities within an enterprise. To develop a successful marketing strategy for an enterprise, it is important to consider the opportunities presented by digitalization, changes in consumer behavior, and acquiring new skills and knowledge in digital marketing. This article is based on a theoretical analysis of the literature and research data processing. The article seeks to provide a comprehensive understanding of the importance and nature of digitalization in business. It may prove useful to entrepreneurs seeking to improve their marketing strategies in the digital economy. The article examines the impact of digitalization on the development of marketing strategies and outlines the novel opportunities that digital technologies, such as social media, online stores, mobile applications, and other tools, can offer to entrepreneurs. This article may be of interest to entrepreneurs looking to adapt to evolving market conditions, as well as researchers studying the effects of digitalization on business.

Marketing audit is a tool for strategic development of an industrial company

The high-tech sector of the economy carries out marketing activities at the operational and strategic management level. The implemented import substitution policy actualizes the marketing expertise of the technical decisions taken. Technological audit is aimed at improving the competitiveness of a particular production. The results of the completed marketing audit determine the main directions of innovative changes in the production landscape. The authors propose a conceptual model of a marketing management system that integrates the results of the evaluation of marketing and technological audit and creates conditions for the release of innovative industrial products. Relationship marketing forms new criteria for evaluating the effectiveness of marketing activities, which is based on increasing the level of consumer perception of the brand. Strategic priorities for the development of industrial companies are based on a marketing platform and ensure the achievement of technological self-confidence.

РЕЗИЛЬЄНТНИЙ АУДИТ МАРКЕТИНГОВОЇ ДІЯЛЬНОСТІ ПІДПРИЄМСТВ ТОРГІВЛІ НА ЗАСАДАХ ЦИФРОВІЗАЦІЇ

The article considers organizational and methodological approaches to conducting a resilient audit of marketing activities of trade enterprises, based on the methodological principle of holistic personalism, which is applicable to any human-sized economic systems. It is substantiated that in the current economic environment, trade enterprises face the need to develop theoretical and methodological foundations for auditing marketing activities to perform control functions over such aspects of marketing activities as: marketing costs; marketing assets; marketing communications; effectiveness of pricing strategy; level of customer loyalty, which poses relevant tasks and requires the implementation of procedures for their solution on the basis of digitalization. The market for digital tools and platforms for analyzing marketing data is monitored and a reference model for auditing the marketing activities of trade enterprises using them is proposed. An analysis of approaches to allocating the stages of marketing activity audit by scientists and the peculiarities of trade enterprises and research of their marketing environment allowed to allocate five stages of marketing activity audit (determining the objectives of marketing activity audit; planning of marketing activity audit; diagnostic stage of marketing activity audit; implementation of marketing activity audit; final stage of marketing activity audit). It is proposed to allocate the following areas for assessing the effectiveness of marketing activities: effectiveness of product policy; effectiveness of pricing policy; effectiveness of communication policy. This will allow the auditor to: adequately assess the effectiveness of sales channels, the effectiveness of advertising and PR companies, the effectiveness of stimulating consumer loyalty; analyze the dynamics of prices, the adequacy of the level of trade margin and assess pricing risks; assess the efficiency of production, marketing potential, customer satisfaction and market orientation.

КОМПЛЕКСНЕ ОЦІНЮВАННЯ МАРКЕТИНГОВОГО КОМПЛЕКСУ ПІДПРИЄМСТВА АГРАРНОЇ СФЕРИ В УМОВАХ ЦИФРОВІЗАЦІЇ ТА ГЛОБАЛІЗАЦІЇ БІЗНЕСУ

The article examines the issue of formation and comprehensive assessment of the marketing complex of agricultural enterprises both from the standpoint of increasing their efficiency on the local market, and in the context of increasing their competitiveness at the global level. The situation in agrarian business is significantly complicated by the fact that agricultural enterprises are mostly unable to quickly respond to adverse external challenges by optimizing the production structure and maintain the current level of financial and economic efficiency during global crisis events. The authors identified the main problems that agricultural producers had to face during the war: complicated logistics, a decrease in the purchasing power of the population, restrictions on the operation of agro-food markets, and in some regions, the closure of sales points for a while. Such conditions of operation revealed for the agrarian business its instability and vulnerability to uncertainties in the implementation of activities. Therefore, the development of agrarian enterprises is possible thanks to an effective marketing complex and the use of innovative methods, approaches, and digital technologies that will make it possible to reformat to the latest business conditions. Methodical approaches to the comprehensive assessment of the elements of the marketing complex of the enterprise based on the determination of the integral indicator of the effectiveness of marketing activities are analyzed. It has been proven that an enterprise can have a high indicator of the effectiveness of marketing activities, but this does not mean that it can stop there, because the agricultural market is a rather unstable environment and a stable position in the market today may be occupied by competitors tomorrow. Therefore, a list of measures is proposed in order to maintain a high level of effective marketing complex. It is well-founded that the introduction of digital technologies and tools in marketing activities brings many advantages to agricultural business. These benefits include improving the quality of products, improving communication with consumers, improving the image of the company, optimizing prices, and transparency of the company's internal and external processes. The use of digital tools will also help increase the competitive status of an agricultural enterprise and create a mechanism for implementing parity business conditions.

РЕИНЖИНИРИНГ БИЗНЕС-ПРОЦЕССОВ КАК ИНСТРУМЕНТ СОВРЕМЕННОГО МЕНЕДЖМЕНТА В ДЕЯТЕЛЬНОСТИ ХЛЕБОЗАВОДА

The article is devoted to the role of business process re-engineering as a tool of modern management in the activity of bakery. The article considers the relevance of reengineering methods, its practical significance for optimising business processes on the example of a bakery enterprise. This article also considers key aspects of effective marketing activity of a bakery. The article is of practical significance and can serve as a basis for the development and implementation of specific strategies and methods of reengineering in practice.

Recognizing Hotel Visitors Preferences Based on Service Consumption Level Using K-Means Method

Consumer segmentation is an old issue that remains interesting to study today, given the magnitude of the benefits obtained when consumers can be segmented properly. Marketing cost efficiency is one of the great benefits of this process. Likewise, the effectiveness of marketing activities to maintain customer retention. It is because companies can better identify consumers. Based on the hotel service consumption level, this research could identify consumer clusters based on hotel consumer preferences. Thus, hotel management could target specific types of service promotion better and on target. This research built a hotel visitor clustering model using the K-Means Clustering method to determine customer segments based on the level and type of hotel service consumption. The K-Means model was built based on hotel visitor consumption data for each type of service. Furthermore, the hotel visitor clusters formed were identified by their characteristics. Four consumer clusters were obtained based on the silhouette score analysis, which described the characteristics of consumers in each cluster.

Hallyu in the Heart of Europe: The rise of the Korean Wave in the digital space

Abstract Hallyu, the global cultural phenomenon that is also known as the Korean Wave affects its fans in terms of both their openness to Korean culture and their purchase intentions. Despite this, research into the psychological mechanism behind it is lacking. The aim of this study is to discover a) the relationship between Hallyu culture and the psychological factors associated with interpersonal relationships mediated through digital platforms; and b) the psychological factors that contribute to one’s Korean Wave related purchase intention. The survey was conducted using an online questionnaire. Using a purposive sampling method, the core population of the survey consisted of Hallyu fans in Hungary, who were reached through various, Korean culture-specialised social media groups. Data from 495 eligible respondents was analysed using the PLS-SEM method with SMART PLS3 software. It can be concluded that fear of missing out (FOMO) and self-pressure to be member of fandom inspire presence in the online space, which can increase purchase intention towards K-goods, Results shows that the examined psychological elements have the greatest impact on two age groups (20-23 and 30-43 years old); however, due to its higher level of income and already established living circumstances the second group can respond to marketing activities to a greater extent. It has also been determined that the level of fandom involvement has a positive effect on purchase intention, something which can be further enhanced by FOMO and peer pressure. Based on the correlations identified, more effective marketing activities can be planned among fans through social media and influencers in fan groups.

COMPREHENSIVE ANALYTICAL ASSESSMENT OF MARKETING ACTIVITIES OF ENTERPRISES AS A BASIS FOR MAKING ANTI-CRISIS MANAGEMENT DECISIONS

The purpose of the article is to study the main methods and indicators of comprehensive assessment of the effectiveness of marketing activities (profit, market share, sales volume, etc.), as well as to generalise typical marketing solutions in crisis conditions. The methodological basis of the study was a synthesis of the results of applied research in economics, scientific works of domestic and foreign scientists, which highlighted the basic theories of competitive advantage, competitiveness and marketing management. As a result of the conducted analysis of management problems in the sphere of marketing activity of an organisation, the article marks out the role of the information base for making sound management decisions. The article identifies the areas of comprehensive analysis, namely: study of the market situation, competitive environment, consumer behaviour, macro- and micro-environmental factors. Practical results. Special attention is paid to the complex interaction of marketing and management tools at enterprises in crisis conditions, and if the goal of managing an organisation is to make effective decisions, then the goal of marketing as a business philosophy is the formation of solutions adequate to external conditions, which is especially important during the negative impact of crisis phenomena. The need for the company to use the Internet resource, which allows to establish relations with customers at significantly lower costs, has been justified. Value/originality. A systematisation of typical marketing solutions was carried out depending on the periods of crisis development. Three ways of optimising product promotion costs are proposed. A complex of factors such as: features of the company's mission are highlighted; results of strategic planning; features of the company's marketing strategy; factors of the company's external marketing environment; factors of the company's internal marketing environment, which must be taken into account when making anti-crisis marketing decisions.

INTERNAL MARKETING AS ONE OF THE PILLARS OF HOLISTIC MARKETING

The publication addresses three areas of marketing: contemporary definitions of marketing, internal marketing and holistic marketing. The introduction to contemporary definitions of marketing includes the presentation of various concepts and theories that have shaped this concept over the past decades. This is followed by a look into internal marketing, which focuses on increasing the effectiveness of marketing activities by involving employees in order to ensure consistency in the company’s operations and to build a positive image of the organisation. The definition of internal marketing is explained in terms of its objectives, strategies and the tools that it uses. Another issue under consideration is holistic marketing, which integrates marketing activities with other aspects of the business, such as performance marketing, integrated marketing and relationship marketing. The paper goes on to explore the role of internal marketing in a holistic marketing system. The relationship between the various pillars of holistic marketing is outlined, taking into account internal marketing.

Strategi Intensif Peningkatan Jumlah Konsumen untuk Mengembangkan Bisnis Food Court Koenyah

Growth of food court is not as fast as other types of culinary sectors, while the number of SMEs in Bandung are keep growing. Koenyah Food Court as concept food court needs to capture that opportunity. Koenyah Food Court is a concept food court that gathers food from well-known street vendors and new culinary venture around Bandung in etalage. Koenyah Food Court’s growth is insignificant after running for one year since July 2016. Koenyah Food Court’s tenants interviewing is done to determine the root cause. The questions were made based on the fish bone analysis. After analyzing the answers from tenants, mostly they chose low number of consumers to be the most urgent issue that makes this insignificant growth happen. Several marketing tools such as Marketing Mix (7Ps), STP Analysis, Porter’s Five Forces, Competitor Analysis and Consumer Analysis is needed to help researcher determined their SWOT. After analyzing using TOWS matrix, the best improvement for Koenyah Food Court are expanded target market to the nearby area by proposed new STP, grab the potential experienced tenant, explore affordable but effective marketing activities, pricing strategy to attract new target market, keep the affordable price, comfortable place and good service of Koenyah Food Court.

FEATURES OF MARKETING ACTIVITIES IN THE SERVICE MARKET

The article discusses the essence and distinctive features of marketing activities of an enterprise operating in the service sector, demonstrates the need to study its specifics, as well as analyze the marketing tools used. Marketing is a system of organizing and managing the production and sales work of an enterprise, analyzing the market in order to develop and meet the demand for products and services, as well as generating income. The main principles follow from the essence of marketing, namely, taking into account the needs of the market, the state and dynamics of demand, as well as market conditions when making economic decisions, creating conditions for adapting production to market conditions, to the structure of demand, influencing the market, the consumer, along with supporting all available means, primarily advertising. To date, the main task of the company's marketing activities in the service sector is to attract the maximum number of customers, which is achieved through a well-thought-out promotion program. The ability to predict further development prospects, determine tactics and develop strategies is one of the main sources of building a new type of enterprise activity. A significant number of strategic developments are carried out on the basis of marketing decisions. At the present stage, such types of marketing as traditional (external) marketing, internal marketing and interaction (relationship) marketing are used in the service sector. The service market successfully uses both traditional and innovative marketing tools, primarily various internet technologies. The company's own website, presence in social networks, use of chatbots and video blogs is a necessary prerequisite for promoting services and attracting as many customers as possible. In addition, it is concluded that the problem of the effectiveness of marketing activities of organizations is also becoming more and more relevant for non-production organizations.