Prysakar I. Information technologies in marketing activity of enterprises of restaurant industry

The thesis is devoted to theoretical, methodological and practical aspects of the information technology usage in marketing activity of enterprises of restaurant industry. The analysis and systematization of basic scientific approaches to the essence of marketing has been realized. The theoretical nature of the marketing has been investigated. The transformation of the marketing mix of enterprises of restaurant industry's activity has been presented. The types of information technology used in restaurant business has been determined. The conceptual model of abrobation information technology in activity of enterprises of restaurant industry has been developed. The dynamics of development of market of restaurant industry in Ukraine has been investigated. The degree of usage of Internet technologies and automation systems in marketing activity has been evaluated. The main approaches to formation of marketing concept of enterprises of restaurant industry development has been determined. The algorithm of management decisions to formation of marketing concept of enterprises of restaurant industry development has been created. The optimization model of usage of information technology in marketing activity of enterprises of restaurant industry has been developed. The main factors of gain and loss of customer's loyalty of services of restaurant industry has been investigated. The methodical approach of aprobation and evaluation of effectiveness of usage of mobile bonus loyalty program has been proposed.