Marketing Organization of Services

Nikolay Shterev () and Dariel Ignatov ()
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Nikolay Shterev: University of National and World Economy, Sofia, Bulgaria
Authors registered in the RePEc Author Service: Николай Щерев

Ikonomiceski i Sotsialni Alternativi, 2017, issue 4, 104-112

Abstract: After years of growth for markets of differ­ent types of services for the population and for business organizations, and taking into account the “new” priorities for industry renaissance, the upper limits for the development of the “Servic­es” sector have become increasingly delineated as a factor for economic growth. The issues of marketing of services become increasingly topi­cal in light of the emerging trends and the ever-growing competitiveness of firms offering vari­ous business and individual services. The traditional understanding of marketing, its organization and implementation in the “Ser­vices” sector is aimed primarily at medium and, in particular, large firms, but it is not applicable and, respectively, appropriate to use by a num­ber of micro- and small enterprises. In accordance with the aforementioned statement, the report is a theoretical and meth­odological study of the possibilities for organiza­tional restructuring of micro- and small compa­nies from the “Services” sector with the purpose of a more extensive study of marketing as part of their usual activity. As such, the report is structured as follows: the first paragraph covers the theoretical bases of the organization of mar­keting; the second paragraph is about the meth­odological instructions for the organizational re­structuring of marketing; and the third paragraph contains conclusions and summaries.

Keywords: marketing organization; marketing process; “Services” sector (search for similar items in EconPapers)
JEL-codes: D20 L80 M31 (search for similar items in EconPapers)
Date: 2017
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