Концептуальний підхід до впровадження клієнтоорієнтованого маркетингу на підприємстві сфери розваг і відпочинку

Oleksandr Ustian

doi:10.33987/vsed.2-3(63-64).2017.61-68

Authors

Oleksandr Ustian Poltava University of Economics and Trade, Ukraine

DOI:

https://doi.org/10.33987/vsed.2-3(63-64).2017.61-68

Keywords:

client-oriented approach, service marketing, sphere of entertainment and recreation, relationship marketing, intramarketing, service design, points of contact, kaizen, internal marketing

Abstract

Theconceptual approach to introduction of the client-oriented marketing at the enterprise in the sphere of entertainment and recreation is developed in the article. A step-by-step algorithm of implementation of client-orientation is formed and components of the each step are defined. Optimal tools for task resolution at different stages and in different functional area of implementation process of client-orientation are justified. It is proposed to use the methods of intramarketing, kaizen, work with points ofcontact, service-design, internal marketing and project management approach. The further directions of improvement and perspective researches of applied aspects of client-orientation implementation are defined.

Author Biography

Oleksandr Ustian, Poltava University of Economics and Trade

Postgraduate student of Commerce Activity and Entrepreneurship Department

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