MARKETING STRATEGY – THE BASIS OF EFFECTIVE DEVELOPMENT IN THE SERVICE SECTOR

The marketing sphere is the sphere in which the competitive advantages of the organization can be created and realized. Therefore, planning in the marketing sphere must necessarily be included in the process of developing the organization's strategy, which justifies the relevance of the topic of the article. Strategic marketing planning is the process of planning the activities of the enterprise. Considering the diversity of marketing strategies in terms of functionality, in relation to competitors, in terms of the tools used, the management of the organization must correctly determine which one is suitable for the current situation and the economic position of the organization in the market, for a certain period of time, in a certain territory.