Advertising, marketing, service: what's to stake on

The article is dedicated to the development of customer-focused service in companies. The author describes the service as a strategy of behavior in the market, which gives the company some additional competitive advantage and increases customer loyalty. The article presents the characteristics of the main strategies to create competitive advantages with a standard approach and distinguishes an additional service approach. Moreover some specific practical steps for the penetration of service policy in the company have been singled out in the article.