Conceptual approach to introduction of the client-oriented marketing at the enterprise in the entertainment and recreation sphere

Oleksandr Ustian
Postgraduate student of Commerce Activity and Entrepreneurship Department, Poltava University of Economics and Trade, e-mail:a.ustian@ukr.net

Cite this article:

Ustian, O. (2017). Conceptual approach to introduction of the client-oriented marketing at the enterprise in the entertainment and recreation sphere. Ed.: M. Zveryakov (ed.-in.ch.) and others [Kontseptualnyi pidkhid do vprovadzhennia kliietooriientovanoho marketynhu na pidpryiemstvi sfery rozvah i vidpochynku; za red.: M. I. Zveriakova (gol. red.) ta in.], Socio-economic research bulletin; Vìsnik socìal’no-ekonomìčnih doslìdžen’ (ISSN 2313-4569), Odessa National Economic University, Odessa, No. 2-3 (63-64), pp. 61–68.

Abstract

The conceptual approach to introduction of the client-oriented marketing at the enterprise in the sphere of entertainment and recreation is developed in the article. A step-by-step algorithm of implementation of client-orientation is formed and components of the each step are defined. Optimal tools for task resolution at different stages and in different functional area of implementation process of client-orientation are justified. It is proposed to use the methods of intramarketing, kaizen, work with points of contact, service-design, internal marketing and project management approach. The further directions of improvement and perspective researches of applied aspects of client-orientation implementation are defined.

Keywords

client-oriented approach; service marketing; sphere of entertainment and recreation; relationship marketing; intramarketing; service design; points of contact; kaizen; internal marketing.

JEL classification: M310; L830;  DOI: https://doi.org/10.33987/vsed.2-3(63-64).2017.61-68

UD classification: 658.8:658.64

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