Services Marketing: Textbook

With the beginning of economic transformation and the formation of a market economy in Russia, against the background of intensive development of intangible production, the service market has been firmly stood out in a large-scale activity attractive to domestic and foreign investments.
Improving the management of the non-productive sphere and the services functioning in its framework requires the introduction of modern methods and techniques to ensure the satisfaction of human needs, social groups and societies as a whole, taking into account the rational use of available resources. One of these promising methods is considered to be marketing.
The goal of the Marketing Services course is to familiarize students with the scientific foundations of developing marketing policies and practical aspects of its use in the non-productive sphere.
Training course "Marketing services" allows to obtain an idea not only about the theoretical features of marketing activities of enterprises and organizations, but also to form an idea of ​​the practical application of key marketing tools in the market