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Information × Registration Number 0224U033421, (0123U100138) , R & D reports Title Digital marketing in the service sector popup.stage_title Цифровий маркетинг у сфері послуг Head Boiko Marharyta H., Доктор економічних наук Registration Date 27-12-2024 Organization State University of Trade and Economics popup.description1 Deepening the theoretical foundations of digital marketing in the service sector and developing a methodology for evaluating the effectiveness of the use of digital marketing technologies by entities in the service sector popup.description2 The essence and content of digital marketing in the service sector is substantiated. The 7P model of the digital marketing mix of the service was formed. The tools of digital marketing were studied and provisions were proposed regarding the advantages of using digital marketing in the service sector. The scientific basis of forming a digital marketing strategy in the service sector is revealed based on the analysis of the relationship between classic management functions and digital marketing tools of a service sector entity. Models for evaluating the effectiveness of the use of digital technologies and an algorithm for analyzing the digital marketing of a service sector entity have been developed. Using the example of the hotel business as a component of the service sector, the practical principles of implementing digital marketing were studied, according to which a model of the influence of marketing digital technologies on the transformation of the hotel business was developed. A rating of the use of digital platforms by international hotel chains has been created. Methodical approaches to the evaluation of the effectiveness of the use of digital technologies by hotel business entities are proposed. On the basis of the analysis of typical problems of hotel website operation, an algorithm of business administration of the hotel website was developed. The process of forming and implementing a digital marketing strategy of a hotel business entity is summarized. The types of online distribution channels of hospitality services were considered and a comparison of the capabilities of BRAND.com and OTA in the distribution of hospitality services was carried out, according to which the rating positions of the distribution platforms of the hospitality sector were formed. The concept of digital security of a hotel brand was revealed and a model of its management was formed. The proposed organizational structure of digital marketing of service sector entities and possible   Product Description popup.authors Bovsh Liudmyla A. Boiko Marharyta H. Bondar Svitlana V. Bosovska Myroslava V. Vedmid Nadiia I. Zikii Nataliia L. Kompanets Kateryna A. Kulyk Mariia V. Okhrimenko Alla H. Poltavska Oksana V. Rasulova Alla M. Romanchuk Liudmyla D. Salimon Оlha M. Sydorenko Tetiana M. STOPCHENKO YEVHENIIA I. Tkachuk Tetiana M. SHTANOVA ALONA L. popup.nrat_date 2024-12-27 Close