Dyma O. Services Marketing of Intermediary Companies

The thesis is devoted to solving the scientific and practical issues regarding the services marketing of intermediary companies in today's economic conditions. The marketing concept of mediation was developed, which is based on the dualistic nature of mediation, the multichannel nature of mediation, strengthening of coordination and integration functions of intermediary companies. A network approach was suggested to develop the services marketing model of such companies, that will allow to deepen the integration and coordination functions of intermediary companies and to increase their effectiveness. The approach to evaluating an intermediary company marketing complex was justified, which allows to analyse the effectiveness of customer service and to identify priorities for improvement. The content of all the elements from an intermediary company complex of marketing of services was defined, which takes into account a range of measures at all stages of the product. An interpretation of the "service" category is presented, which is based on the identification of its characteristics: process nature, result, satisfaction of needs, interaction, immateriality. The role of a private label was attested for the development of an intermediary company's network of value creation and consumption. A set of measures for intermediary companies on the distribution and promotion of development experience was proposed.