At the EBA Marketing Committee meeting, we talked about Service Marketing. And it is not accidentally, because in modern market competition conditions, not only what we sell, but also how we do it is important. A large business stratum is now occupied by the service sphere, where classical marketing is not enough any more.
Lydia Paschuk, Kyiv Taras Shevchenko National University Ph.D., International Institute of Marketing and the Roman Business School, Marketing Royal Institute (UK) Academic Leader, Small and Medium Enterprise School Head (K.Fund) spoke about the features of service marketing.
On the basis of interesting foreign and Ukrainian cases there were analysed the nuances of customer behaviour, the reasons they leave, and which marketing tools should be used to prevent this, and thereby bring the business to a new and better level.