Features of the marketing strategy development for service sector enterprises in a crisis

The article is devoted to the peculiarities of marketing technologies in the activities of service enterprises in crisis periods of macroeconomic instability. Relatively low costs for marketing strategy and tactics and a high effect for many types of activities contributed to the actualization of this functional direction in science and practice. The article is focused on marketing strategy as a tool for anti-crisis management of service sector enterprises. The subject of the study is certain aspects of strategic planning and building a system of interrelated tactical measures for the purpose of preventive and ongoing response to the negative consequences of crisis phenomena. Research methods: analysis of scientific theories, concepts devoted to strategic marketing, comparison, modeling. The author justifies the expediency of marketing strategy developing in the service sector, which allows developing a certain line of behavior in the market in relation to various subjects of interaction and consumers. The article reviews the scientific and theoretical views on the problem of strategic planning and positioning of enterprises in the service sector. The author accomplishes the comparative analysis of scientific and theoretical approaches to anti-crisis management and considers the stages of development and implementation of elements of a marketing strategy.