SPECIFICITIES OF THE SERVICES MARKET AND CHALLENGES OF MARKETING
SPECIFICITIES OF THE SERVICES MARKET AND CHALLENGES OF MARKETING

Summary/Abstract: In today’s business in the global market, the consumer and his satisfaction represent one of the most important links in the business process.The wishes of consumers are increasingly demanding and require continuous expansion of the existing range of products and services, constant changes in improving the appearance and quality of existing products.Satisfying the wishes of consumers is the key to the successful implementation and achievement of planned goals, as well as realizing the expected profit. This leads us to the conclusion that the basis of the company’s operations should be based on market research and the maximum engagement of all available funds and resources, in order to attract potential and retain existing customers. The market of goods and services today is extremely complicated, because companies must constantly follow fast and dynamic changes in the market, adapt, be socially responsible and competitive. The aim of the paper is to emphasize the importance of services on the business market, their specificity, and the role and importance of marketing in the business of companies with a focus on the consumer, which contributes to the improvement of business and a better market position.

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