Lahotska N. Formation of the mechanism of partnership marketing in the sphere of consulting services

Object: marketing activity of consulting services providers. Purpose: to ground theoretically and to work out the mechanism of partnership marketing in the sphere of consulting services. Methods: dialectical method, fundamental analysis, synthesis, retrospective analysis, argumentation, strategic analysis, grouping, survey by questionnaire, tabular-and graphic, index-linking, comparison, induction, deduction. Results, their scientific novelty: the mechanism of partnership marketing in the sphere of consulting services is firstly worked out; theoretical bases of consulting services marketing, the approach to practical argumentation of necessity to apply the conception of partnership marketing by consulting enterprises are improved, content of partnership marketing conception is defined more precisely, the strategic goals of partnership marketing and the indices for measuring of their performance for consulting firms are systematized; the categories in consulting and marketing spheres, the way of measuring of the integrated rate of loyalty, the method of consulting market segmentation, the approach to elaboration of loyalty programs for the clients of consulting companies are improved. Use: the results are inculcated in practical activity of consulting enterprises and accepted by State administration in Ternopil Region, legislative and executive authorities, and European Union missions in Ukraine.