BUSINESS INFORM №8-2013

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36

Section: Economics of Trade and Services
UDC 658.8.011.1:640.432
Mykhailova M. V.
Improvement of the Marketing Complex of Restaurants With Consideration of Specific Features of Restaurant Services (p. 215 - 219)
The article considers approaches to formation of the marketing complex of the catering industry companies. It conducts a theoretical analysis of views of foreign and domestic scientists with respect to the structure of the marketing complex, which allowed identification of all possible elements, the number of which is more than 30 components. On the basis of the results of expert assessments, the article establishes importance of the elements of the marketing complex for catering industry companies, which allowed justification of its optimal structure, which consists of traditional elements, and also offers to supplement them with specific ones, namely: personnel, including service, and emotions. In the result, it offers a model, which has a modified configuration “5P + E”. It emphasises a necessity to organise internal marketing with the aim of a better satisfaction of external clients of a catering industry company through satisfaction of requirements of internal clients – personnel.
Keywords: marketing complex, catering industry, catering industry service, internal marketing
Fig.: 1. Tabl.: 1. Bibl.: 11.

Mykhailova Mariia V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of marketing and business, Kharkiv State University of Food Technology and Trade (333 Klochkіvska Str., Kharkіv, 61051, Ukraine)
Email: [email protected]

Article is written in Ukrainan
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Reference to this article:
Mykhailova, Mariia V. (2013) “Improvement of the Marketing Complex of Restaurants With Consideration of Specific Features of Restaurant Services.” Business Inform 8:215–219.

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