System of marketing services: the content and interaction of components
Journal Title: Формування ринкових відносин в Україні. Збірник наукових праць - Year 2019, Vol 3, Issue 3
Abstract
The subject of research – components of marketing systems for the sphere of intangible production, their specificity and interconnection. The purpose of the article is to determine the specification of the components of the success of each of the currently offered types of marketing of the intangible sphere and to study the interaction system between them. Methodology of work – the system approach (for the formation of the system of internal marketing of the enterprise), the generalization (in developing the model of service marketing), induction and deduction (in the study of the components and factors of the success of marketing of the intangible sphere), analysis and synthesis (in the formation of the marketing system of the sphere of intangible production), the monographic method (in the study of existing views and problems of the functioning of the marketing of services). The results of the work – the system approach to understanding the internal marketing of the enterprise, according to which internal marketing is a system of elements that take into account the entire enterprise on the one hand and the needs of staff on the other, is proposed. The algorithm of internal marketing functioning is formulated, interconnection of internal and external marketing with interactive marketing is investigated. The main components of each type of marketing are singled out. Conclusions – a well–functioning internal marketing system based on understanding the needs of employees, along with an effective external marketing system based on customer needs, should provide effective online marketing as marketing of the interaction between the seller and the customer through the service. These types of marketing in logical interaction represent a cumulative system of marketing services.
Authors and Affiliations
S. V. TKATCHUK, V. A. STETSENKO, S. A. STAKHURSKA
Keywords
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