MODEL AND FEATURES OF THE MARKETING MIX APPLICATION IN THE SERVICE SECTOR

Abstract

Abstract. The article deals with the peculiarities of the marketing mix in service sector as well as presents a comparative analysis of existing models of services marketing, advantages and disadvantages of their use. Considering the purpose of the study, an approach that allows the use of marketing tools in the study of categories is proposed. The components of marketing mixes of the companies operating in the service sector are determined. The set of marketing activities in the triangle of interactions "organization - customer - employee" is structured. Further research should focus on the development of enterprise’s strategy that would interest almost all the staff to participate in marketing activities.