ALGORITHM OF MARKETING DECISION-MAKING AIMED AT OPTIMIZING PORTFOLIO OF INDUSTRIAL SERVICES PROVIDED BY MANUFACTURER OF ELECTRO-TECHNICAL EQUIPMENT

Abstract

Marketing of industrial services is interesting due to specific features of inner marketing processes. The article analyzes existing market of industrial electro-technical equipment and the portfolio of services of its key players. The author supports the idea that equipment manufacturer offers the biggest number of different services for this equipment. The article provides an algorithm of marketing decision-making aimed at optimization of portfolio of services, which can allow us to study the existing service portfolio, forecast the trend of its development and offer optimal set of services with maximum possibility of success.

Keywords

• service marketing
• marketing management
• industrial services marketing