Improvement of the Marketing Complex of Restaurants With Consideration of Specific Features of Restaurant Services

Mikhailova Mariya V. ()
Additional contact information
Mikhailova Mariya V.: Kharkiv State University of Food Technology and Trade

Business Inform, 2013, issue 8, 215_219

Abstract: The article considers approaches to formation of the marketing complex of the catering industry companies. It conducts a theoretical analysis of views of foreign and domestic scientists with respect to the structure of the marketing complex, which allowed identification of all possible elements, the number of which is more than 30 components. On the basis of the results of expert assessments, the article establishes importance of the elements of the marketing complex for catering industry companies, which allowed justification of its optimal structure, which consists of traditional elements, and also offers to supplement them with specific ones, namely: personnel, including service, and emotions. In the result, it offers a model, which has a modified configuration "5P + E". It emphasises a necessity to organise internal marketing with the aim of a better satisfaction of external clients of a catering industry company through satisfaction of requirements of internal clients - personnel.

Keywords: marketing complex; catering industry; catering industry service; internal marketing (search for similar items in EconPapers)
Date: 2013
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.business-inform.net/pdf/2013/8_0/215_219.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:idp:bizinf:y:2013:i:8:p:215_219

Access Statistics for this article

Business Inform is currently edited by Ponomarenko Vladimir S.

More articles in Business Inform from RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE), Kharkiv National University of Economics
Bibliographic data for series maintained by Khaustova Viktoriia ().