MARKETING INNOVATIONS IN THE FIELD OF SERVICES

The article pays attention to the theoretical aspects of marketing innovations in the field of services, considers the difference between a product and a service, innovative marketing and marketing innovations, defines their features, highlights the features of a service that affect the difference between service and product marketing, considered the development of the marketing mix in relation to services, defines the directions of application of marketing innovations, their importance and the need for application in the service sector. For a comprehensive consideration of marketing innovations in the field of services, the authors provide the most common examples of the use of marketing innovations and indicate limitations and difficulties in their application. The influence of information and computer technologies and the Internet on the application of innovative marketing technologies in the service sector is analyzed. Attention is paid to the peculiarities of the application of innovative marketing technologies in the field of hospitality services, in the field of tourism, and in the field of financial services. In particular, attention is focused on sensory marketing, neuromarketing, lateral marketing, WOW-call technology, ZMET, the possibilities of digital technologies, such as the combination of 3d panoramas, photos, videos and animations with their application in electronic catalogs, multimedia guides, as well as virtual tours, internet banking and mobile banking, creation of neobanks. The possibilities of innovative technologies when using GDS-systems, CRM, DXP, cloud database systems and digital platforms have been established. The relevance of further research on this issue has been determined.