TRENDS AND FEATURES OF INTERNATIONAL MARKETING IN THE SERVICE SECTOR

The article carries out a comprehensive study of marketing strategies for intensifying economic relations developing in the service sector, in particular, the promotion of services themselves, which takes place through the use of marketing mechanisms and tools in international markets. Thus, since 2019, when the global Covid epidemic has made significant adjustments not only to the methods of selling goods but also to the provision of services, the issue of competition between service providers and the effectiveness of marketing as a method of promotion has become relevant. Today, the state of international economic relations is accompanied by a dynamic increase in the pace of development of the world economy, an important component of which is international marketing, and in the current economic paradigms of the world, characterized by the instability of the external environment, competition and at the same time deepening economic crisis and increasing business risks, effective strategic management of marketing activities at the international level is becoming especially important, and one of the main means of counteracting increased competition is international marketing. The service sector is no exception, where the levers of competition and effective promotion in international markets are taking into account cultural peculiarities, unifying services accordingly, taking into account language and mental adaptation, legal norms and the technological aspect (important for the digital and digital services sector at the international level). In fact, international marketing in the service sector is the implementation of effective methods of development, promotion and implementation, and constant changes in the competitive environment necessitate the development of an international marketing mechanism in the service sector. International marketing in the service sector involves not only the effective implementation and promotion of products, but also the continuous improvement of strategies in view of dynamic changes in the competitive environment. In view of this, there is a need to form a flexible and comprehensive international marketing mechanism that would take into account the peculiarities of globalization, local markets and technological trends. Implementation of such approaches provides service sector enterprises with the opportunity to successfully compete, develop and adapt to the requirements of different countries and cultures, increasing the overall efficiency and sustainability of business in the international arena.