Marketing usług w języku cybernetyki

Abstract

This paper deals with application of system approach to marketing of services. To realize this goal, first, we discuss key issues of marketing of services, and second, basic aspects of cybernetics. To apply system approach to service marketing, we consider a model which includes a manager, service personnel, market (group of customers) and a service object. Thai we identify interactions between all elements and link them in a system. In it we present three types of marketing used in services: internal marketing (mix I), external marketing (mix II) and relationship marketing (mix III).