Marketing instruments of influence on development of service business in time of war in Ukraine

Abstract

The article discusses various definitions of marketing, its essence, and its main elements. Different interpretations of these concepts by domestic and foreign scientists have been studied. The main key units of service marketing have been determined. Various marketing concepts and the importance of applying new methods and techniques of marketing in the service sector have been studied. The necessity of applying the main types of services in the development of the economy under market conditions has been highlighted. The role of marketing as a factor in the modern development of the service sector in Ukraine, from the perspective of defining the peculiarities and the need for applying its main instruments and methods, has been highlighted. Attention has been drawn to the peculiarities of marketing and its instruments used in market competition when providing relevant services. Conclusions have been made that different types of services require the application of various management approaches, among which marketing occupies a central place. Marketing strategies that allow enterprises to maintain and develop services have been investigated. The market for various services and transportation services has been analyzed, in particular. It has been proven that the role of marketing in the service sector lies in maximizing consumer and producer satisfaction through the application of modern marketing instruments in Ukraine's market economy, regardless of peacetime or wartime conditions. The authors have formulated proposals for improving the application of marketing instruments in the service market during war and post-war times in Ukraine.