Ustian O. Client-oriented Marketing of Enterprises in the Sphere of Entertainment and Recreation

3. Object: the process of marketing activity on the enterprises in the sphere of entertainment and recreation. Purpose: substantiation and further development of theoretical bases, methodical approaches and practical recommendations for the improvement of marketing activity through the implementation of client-oriented approach at the enterprises in the sphere of entertainment and recreation. Methods: abstract logic, historical, system and structural, analytic hierarchy process, analogy, structural and nonstructural observation, marketing research, economic and statistical methods. It is offered: it is improved: the methodological approach to marketing research of market-place and marketing activity of the enterprises from entertainment and recreation; conceptual approach to the implementation of the client-oriented marketing on the operation of the enterprise in the sphere of entertainment and recreation; the methodical approach to the defining the most client-oriented enterprise which is built on the analytic hierarchy process (AHP); the methodical toolset of the client-oriented marketing; gathered subsequent development: theoretical statements of marketing through systematizing of the modern concepts which allowed articulating the essence of the client-oriented marketing concept; the classification of service enterprises; the definition of the terms “client-orienting” and “client-oriented marketing”. Sphere of the use: enterprises in the sphere of entertainment and recreation.