Methodical maintenance of marketing complex in sphere of services
The article deals with the problems of methodical support of service marketing within the frameworks of the management system at the enterprises. The authors consider such tools of the marketing and strategic analysis as SWOT SNW PEST VMOST-analyses, BCG, ADL/LC, Ansoff and McKinsey matrixes, possible directions and spheres of their application to service management. The authors give detailed comparative characteristics of the above mentioned tools and criteria of their application efficiency at various stages of service marketing as a process.