title: ÐÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° ÑÑÐ»ÑÐ³ Ð½Ð° ÑÑÐ½ÐºÐµ B2B Ð»Ð¾Ð³Ð¸ÑÑÐ¸ÐºÐ¸
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Features of service marketing in the B2B logistics market
Creators: name: Ð¡Ð¿Ð¸Ð²Ð°Ðº, ÐÐ°ÑÐ¸Ñ
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2020
Subjects: ÐÐ¾Ð³Ð¸ÑÑÐ¸ÐºÐ°
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³ ÑÑÐ»ÑÐ³
ÑÑÐ»ÑÐ³Ð¸ b2b
ÑÑÑÐ¾Ð¹ÑÐ¸Ð²ÑÐ¹ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
service marketing
b2b services
sustainable marketing

description: Ð¢ÐµÐ¼Ð° Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÑ Ð¼Ð°Ð³Ð¸ÑÑÑÐ°: Â«ÐÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° ÑÑÐ»ÑÐ³ Ð½Ð° ÑÑÐ½ÐºÐµ b2b Ð»Ð¾Ð³Ð¸ÑÑÐ¸ÐºÐ¸Â». Ð¦ÐµÐ»ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ Ð²ÑÑÐ²Ð»ÐµÐ½Ð¸Ðµ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐµÐ¹ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° ÑÑÐ»ÑÐ³ Ð½Ð° ÑÑÐ½ÐºÐµ b2b Ð¸ ÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ Ñ Ð¸Ñ ÑÑÐµÑÐ¾Ð¼ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð»Ð¾Ð³Ð¸ÑÑÐ¸ÑÐµÑÐºÐ¾Ð¹ b2b ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð²ÑÐ¿Ð¾Ð»Ð½ÑÐ»Ð¾ÑÑ Ð½Ð° Ð±Ð°Ð·Ðµ ÐÑÑÑÐµÐ¹ ÑÐºÐ¾Ð»Ñ ÑÐ¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ Ð¸ Ð±Ð¸Ð·Ð½ÐµÑÐ°. ÐÑÐµÐ´Ð¼ÐµÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð½Ð° ÑÑÐ½ÐºÐµ ÑÑÐ»ÑÐ³, Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐµ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ Ð¸ Ð¼ÐµÑÐ¾Ð´Ñ. ÐÐµÑÐ¾Ð´Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð½Ð°Ð±Ð»ÑÐ´ÐµÐ½Ð¸Ðµ, Ð¼ÐµÑÐ¾Ð´ ÑÐºÑÐ¿ÐµÑÑÐ½ÑÑ Ð¾ÑÐµÐ½Ð¾Ðº, Ð³Ð»ÑÐ±Ð¸Ð½Ð½Ð¾Ðµ Ð¸Ð½ÑÐµÑÐ²ÑÑ, Ð¼ÐµÑÐ¾Ð´Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð°Ð½Ð°Ð»Ð¸Ð·Ð°, ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·. ÐÑÐ½Ð¾Ð²Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: â Ð²ÑÑÐ²Ð»ÐµÐ½Ñ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ ÑÑÐ»ÑÐ³ Ð¸ Ð²Ð»Ð¸ÑÐ½Ð¸Ðµ ÑÑÐ¸Ñ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐµÐ¹ Ð½Ð° ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð°; â Ð²ÑÑÐ²Ð»ÐµÐ½Ñ Ð¸ Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ñ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð½Ð° ÑÑÐ½ÐºÐµ b2b; â Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· ÐºÐ¾Ð½ÑÑÐ½ÐºÑÑÑÑ ÑÑÐ½ÐºÐ° Ð»Ð¾Ð³Ð¸ÑÑÐ¸ÐºÐ¸ Ð¸ ÐµÐµ Ð²Ð»Ð¸ÑÐ½Ð¸Ðµ Ð½Ð° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸; â Ð²ÑÐ¿Ð¾Ð»Ð½ÐµÐ½ ÑÐ¸Ð½Ð°Ð½ÑÐ¾Ð²ÑÐ¹ Ð¸ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð· ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ Â«XÂ»; â ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ ÐºÐ¾Ð¼Ð¿Ð»ÐµÐºÑÐ° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð½Ð° Ð¾ÑÐ½Ð¾Ð²Ðµ ÑÑÐµÐ½Ð´Ð° ÑÑÑÐ¾Ð¹ÑÐ¸Ð²Ð¾Ð³Ð¾ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ. ÐÐ±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² ÐÐÐ : Ð¿ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ°Ñ ÑÐµÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² Ð¸ Ð¿Ð¾Ð´ÑÐ¾Ð´Ð° Ð´Ð»Ñ Ð»Ð¾Ð³Ð¸ÑÑÐ¸ÑÐµÑÐºÐ¸Ñ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¹, ÑÐ°Ð±Ð¾ÑÐ°ÑÑÐ¸Ñ Ð½Ð° b2b ÑÑÐ½ÐºÐµ Ñ Ð°Ð´Ð°Ð¿ÑÐ°ÑÐ¸ÐµÐ¹ Ð¿Ð¾Ð´ ÐºÐ¾Ð½ÐºÑÐµÑÐ½ÑÐµ ÑÑÐ»Ð¾Ð²Ð¸Ñ. ÐÐ°ÑÑÐ½Ð°Ñ Ð½Ð¾Ð²Ð¸Ð·Ð½Ð° Ð·Ð°ÐºÐ»ÑÑÐ°ÐµÑÑÑ Ð² Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ð¸ Ð¼ÐµÑÐ¾Ð´Ð° ÐºÑÐ¸Ð·Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° HEART Ð½Ð° ÑÑÐ½ÐºÐµ Ð»Ð¾Ð³Ð¸ÑÑÐ¸ÐºÐ¸, ÑÐ¾Ð¾ÑÐ²ÐµÑÑÑÐ²ÑÑÑÐµÐ³Ð¾ Ð³Ð»Ð¾Ð±Ð°Ð»ÑÐ½ÑÐ¼ ÑÐµÐ½Ð´ÐµÐ½ÑÐ¸ÑÐ¼. ÐÑÐ²Ð¾Ð´Ñ. ÐÐ°Ð´Ð°ÑÐ¸ ÐÐÐ  ÑÐµÑÐµÐ½Ñ, ÑÐµÐ»Ñ Ð´Ð¾ÑÑÐ¸Ð³Ð½ÑÑÐ°, Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð° Ð¾Ð±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð². ÐÐ¾Ð»ÑÑÐµÐ½Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¾Ð±Ð»Ð°Ð´Ð°ÑÑ Ð¿ÑÐ¸Ð·Ð½Ð°ÐºÐ°Ð¼Ð¸ Ð½Ð°ÑÑÐ½Ð¾Ð¹ Ð½Ð¾Ð²Ð¸Ð½Ñ.
description: The title of the master graduate qualification work: âFeatures of service marketing in the b2b logistics marketâ The aim of the study is to to identify the features of marketing services in the b2b market and to form, taking them into account, a marketing complex for a logistics b2b company. The study was carried out on the basis Graduate School of Management and Business. Research subject: marketing mix in the service market and marketing tools and techniques. Research methods: observation, method of expert assessments, in-depth interviews, methods of strategic analysis, comprehensive analysis. The main results of the study: â revealed the features of services and the impact of these features on the marketing mix; â identified and analyzed the features of marketing in the b2b market; â the analysis of the logistics market conjuncture and its impact on the marketing activities of the company was carried out; â financial and marketing analysis of company "X" was carried out; â recommendations for improving the marketing mix based on the sustainable development trend have been developed. Application field: practical implementation of the results and approach for logistics organizations operating in the b2b market with adaptation to specific conditions. The scientific novelty: is the application of the HEART crisis marketing method in the logistics market, corresponding to global trends. Conclusions: The tasks of the thesis are solved, the goal is achieved, and the scope of application of the results is determined. The results obtained show signs of scientific novelty.