Subject of matter : Management of the potential of service companies on the basis of marketing; the purpose is to develop theoretical and methodological approaches and applied aspects to management of innovative development of economic potential of service companies on marketing basis; methods - monographic, generalization, abstract-logical, system approach, SWOT-analysis,PEST-analysis, construction of the hierarchical model; results – for the first time, the interpretation of the “management of innovative development of economic potential of service enterprises on marketing principles” was introduced like management activity, which is based on the system-based use of marketing tools directed at forming and rational use, optimization of structure and growth of economic potential of the companies, improved justification of the algorithm for the process of developing the economic potential of a service enterprise through the sequential execution of the phases which was defined in the work; scientific and methodical provision of estimation of economic potential of the enterprise, the system of which includes characteristics: efficiency, analytical capacity, rating examination, analogueies ; identification of the definition of "economic potential of the enterprise" as a certain capacity and ability to meet the needs of the society, develop in a certain direction, achieve the social and economic goals, obtain the planned results and increase competitiveness; received further development of substantiation of objective necessity of constant monitoring and taking into account the cumulative action of influencing the factors on the efficiency in management of innovative development of economic potential of service enterprise and to which is proposed to refer: political and legal, innovation and investment, financial and economic, personnel; scientific justification of the feasibility of implementation of integration management of innovative development of economic potential of service enterprise, which brings together systemic, situational, functional and process approaches;
implemented – in the educational process in Odessa State Academy of Construction and Architecture, in UPO in Odessa region, LLC "Berlin Auto", LLC "Restart JV".
