STRATEGIC MANAGEMENT OF PRODUCT OFFERING AND COMMUNICATION PROCESSES IN SERVICES MARKETING IN THE CONTEXT OF OMNICHANALITY: A HOLISTIC APPROACH
Abstract
The article substantiates the theoretical and methodological principles of managing the product offer and communication processes in service marketing in the context of omnichannel transformation of the market environment based on a holistic approach. The feasibility of integrating product policy and marketing communications within the framework of a holistic management paradigm as interrelated elements of consumer value formation in the context of growing competition and digital transformation of markets is proven. It is substantiated that the digital transformation of the economy and changes in consumer behavior necessitate a rethinking of traditional approaches to forming product policy and communication strategy of service enterprises. The study analyzed the evolution of scientific approaches to service marketing, in particular the provisions of service-dominant logic, integrated marketing communications and holistic marketing. A conceptual model of integrated management of product offer and communication processes was developed, which is based on the principles of customer-centricity, channel synchronization and analytical support for making management decisions. The empirical part of the study is based on the analysis of the activities of a regional enterprise in the field of educational services operating in the local market. An imbalance was identified between the formation of a service product and the implementation of the enterprise’s communication policy. Based on the results obtained, practical recommendations are proposed for optimizing the structure of the product offer, improving the system of communication channels and increasing the level of customer orientation. Based on the results of the analysis of omnichannel interaction, key factors for increasing the effectiveness of product policy and communication strategy are outlined. The results obtained form a theoretical basis for the further development of the theory of service marketing in the context of the digital transformation of the economy and are of practical importance for enterprises operating in a multi-channel environment.
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