სტუმართა მომსახურების მარკეტინგის თავისებურებები საქართველოში

Master's thesis is the result of analyzing and generalizing the theoretical and practical provisions and regularities of service marketing, hotel business service marketing in modern business activities, based on important opinions about marketing activities.
Complex approach to marketing activities, competitiveness assessment in the field of service allows any service company (enterprise, hotel, firm) to complete marketing activities based on the marketing planning and action program, to choose the most effective option for realization of competitive strategy, to avoid unjustified expenses, operatively control the effectiveness of marketing activities and ultimately enhance efficiency of the company's entire work.
In the first chapter of the work, the main issues discussed are the goals and objectives, the main functions, the organization's forms, structure of the Service Marketing, the principles and methods of operation, the role and significance of marketing research and the factors defining the service quality.
The second chapter of the paper deals with the role of information-communication systems in marketing development.
The Internet is a revolutionary technology of the XXI century, which has linked together the factories and people around the world. Working in the online mode of the enterprises enabled the customers to buy the goods they needed without leaving home and to use different services. The development of electronic business is related to the Internet...