INTERNATIONAL EXPERIENCE IN MARKETING MANAGEMENT OF SERVICE ENTERPRISES

Abstract

This thesis studies modern marketing management approaches in service enterprises based on the experience of developed countries. Marketing management systems used in the USA, Germany, Japan, and South Korea are analyzed, and their effective elements are identified. The research substantiates opportunities for establishing customer-oriented management systems, implementing innovative marketing tools, and increasing market share. Practical recommendations are proposed for applying international experience in Uzbekistan’s service sector.