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Improvement of the Marketing Complex of Restaurants With Consideration of Specific Features of Restaurant Services

Author

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  • Mikhailova Mariya V.

    (Kharkiv State University of Food Technology and Trade)

Abstract

The article considers approaches to formation of the marketing complex of the catering industry companies. It conducts a theoretical analysis of views of foreign and domestic scientists with respect to the structure of the marketing complex, which allowed identification of all possible elements, the number of which is more than 30 components. On the basis of the results of expert assessments, the article establishes importance of the elements of the marketing complex for catering industry companies, which allowed justification of its optimal structure, which consists of traditional elements, and also offers to supplement them with specific ones, namely: personnel, including service, and emotions. In the result, it offers a model, which has a modified configuration "5P + E". It emphasises a necessity to organise internal marketing with the aim of a better satisfaction of external clients of a catering industry company through satisfaction of requirements of internal clients - personnel.

Suggested Citation

  • Mikhailova Mariya V., 2013. "Improvement of the Marketing Complex of Restaurants With Consideration of Specific Features of Restaurant Services," Business Inform, RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE), Kharkiv National University of Economics, issue 8, pages 215-219.
    • Handle: RePEc:idp:bizinf:y:2013:i:8:p:215_219
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