Home  Journals  National Interests: Priorities and Security  8(65) - 2010 April

Development of interaction marketing in sphere of services as the way of small business competitiveness increasing

Available online: 16 April 2010

Subject Heading: ECONOMIC DEVELOPMENT STRATEGY

JEL Classification: 

In the present work the model of efficiency increase of the small business enterprises on the basis of the interaction marketing theory is offered. The author develops the modified model for sphere of the services, assuming the tripartite analysis of conformity of actors’ representations and a real image of service with use of such strategic marketing tool as GAP-analyze. The conclusion is that in the conditions of not price competition and cyclic economic fluctuations the most competitive in sphere of services is the organization which target points are long mutual relations with clients on the basis of interaction marketing.

Keywords: interaction marketing, small business, the analysis of ruptures, image of service

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ISSN 2311-875X (Online)
ISSN 2073-2872 (Print)

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