Маркетинг услуг: теория и технология. Монография. - СПб.: ИП Петров. 2015.- 200 с.: ил. ISBN 978-5-9904076-5-7
The rapid development of the service sector in Russia, observed in the last decade, requiresscientific understanding and technological development, adequate international practice. University professors, undergraduate and graduate students, professionals, commercial companies every day have to face the necessity of "instrumentation" of decisions taken in accordance with the rules and principles of services marketing. In recent years, on the shelves of bookstores appeared many publications covering various issues of marketing character and content. At the same time they themselves draw attention to two important facts: first, Russian specialists persistently imposed foreign, mainly American, experience, and secondly, the Russian authors show slowness in understanding domestic marketing practices. This book reveals many of the secrets of services marketing, analyzes the emerging conflict in this area, provides useful practical advice for professionals working in the service sector. The first section of the book "The theoretical foundations of services marketing," the author, not departing from the common tradition, reveals the most important theoretical principles: the nature and essence of marketing, especially services marketing, research anddevelopment of this type of marketing, marketing environment and consumer behavior. Section Two "Practical marketing in the service sector" is devoted to the problems of the so-called marketing mix, including "four policy": product, price, place and promotion. Beinga limited volume of the book, the author deliberately omits questions adequately covered in the foreign and domestic literature. Its focus is on those practical aspects of marketing which are manifested mainly in the service sector. In the third section, "Management of services marketing," the author focuses the reader's attention on three important components: market research, market segmentation and positioning of the company and its services. Other components of the management process in marketing the reader can easily find in the list of recommended literature. The final section of the book "Marketing services today and tomorrow," sums up the theoretical analysis carried out and reveals some modern technological approaches to the development of marketing plans and programs in the service sector.