Making marketing strategy and integrated marketing communication in the service market

Abstract

Targeted and continuous marketing activity is the most important factor nowdays for improving the market position of a company, conquering appropriate new target groups, keeping loyal partners, and positioning services. Service companies have less used marketing tools in their activities, so they have lagged far behind the production companies, but this has changed completely nowadays. While organizing the market activities of service companies the new challenge is to mandate customers, to manage cooperation between partners and the service provider, and to meet the high expectations of customers.Our papaer presents a marketing strategy and its practical implementation at a service company in a B2B sector based on the results of their own market research. We also describe and analyse the marketing tools, channels and communication power applied by the service company for developing its image and become a market leader.