Management of Domestic Marketing of Service Enterprises

A classification of contact personnel was proposed and a provision was developed on the assessment of its competencies and their impact on the potential of internal marketing, which provide for the construction of a graphical model that reflects the level of resource, process and strategic prerequisites for achieving the effectiveness of internal marketing of the enterprise, taking into account all stakeholders. A system was developed for monitoring the management of internal marketing of enterprises providing services, which involves the use of economic and mathematical modeling, decision-making support systems and the Internet technologies. This allows the owner of the enterprise to control management decisions affecting the internal marketing system, taking into account the role of contact personnel in order to ensure the effectiveness of running a business in a competitive environment. The analytical tools for diagnosing internal marketing of enterprises were improved, which, unlike the existing methodological approaches, allow, given the nature of services, assessing the level of satisfaction of three study objects at the same time: consumers, contact personnel and top managers of the