| Title |
Marketingo komplekso modelis pramogų paslaugų įmonėse / |
| Translation of Title |
The model of the marketing mix in the enterprises of entertainment services. |
| Authors |
Andruškaitė, Indrė |
| Full Text |
|
| Pages |
132 |
| Keywords [eng] |
Marketing mix ; services marketing ; entertainment services ; consumer expectations |
| Abstract [eng] |
This Master's thesis analyzes the problem of accordance between marketing mix settings and consumer demands. The paper analyzes and structures various Lithuanian and foreign authors, published studies and surveys, related to services marketing, marketing mix and consumer behaviour. The particularities of services and their classification are discussed. The exclusivity of marketing mix of services was disputed wider in this paper together with the models of marketing mixes proposed by different authors. The investigation made by the author partially confirmed the hypothesis that the marketing mixes applied in local companies of leisure services does not meet consumer expectations. It was found out that marketing mixes of entertainment service providers’ are not concerted with consumer expectation. The author proposes the consumer-oriented entertainment services marketing mix model in this Master’s thesis. |
| Type |
Master thesis |
| Language |
Lithuanian |
| Publication date |
2010 |
