THE IMPORTANCE OF MARKETING COMMUNICATIONS IN THE SERVICES SECTOR
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https://doi.org/10.5281/zenodo.19204704##semicolon##
marketing communications, service sector, digital marketing, competitiveness, customer loyalty, integrated communications, advertising, pr, customer experience, crm systems##article.abstract##
In this article, we examine the role and importance of marketing communications in the development of the
service sector in the modern economy. Particular attention is paid to the impact of integrated marketing communications
on developing competitive advantages for service companies, increasing customer loyalty, and improving service quality.
We analyze the main tools of communications policy, including advertising, public relations, digital marketing, and direct
communications with consumers. Based on this analysis, we propose areas for improving marketing communications
aimed at enhancing the performance of service sector organizations
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