Formularea politicilor de marketing în servicii în corelare cu comportamentul consumatorului

Abstract

The process of formulating marketing policies and balancing is unique and distinct, but due to the contents and characteristics, it concerns a new approach to the marketing mix in services, based on the idea of accreditation by experts in the field. In process of time it was found that marketing mix developed in theory and in practice, does not match the scope of services, due to their nature and characteristics. Formulating marketing policies in field of services, requires knowledge and explaining consumer behavior and purchasing, which has become an urgent necessity, particularly for service companies and ignoring its mode of expression leads to serious imbalances. JEL: M 3, M 31, M 38.