РОЗРОБКА КОМПЛЕКСНОЇ СТРАТЕГІЇ ПРОСУВАННЯ КОМПАНІЇ НА РИНКУ СЕРВІСНИХ ПОСЛУГ

The article is dedicated to the development of a comprehensive promotion strategy for companies operating in the service sector, based on theoretical approaches and methodological principles aimed at ensuring competitiveness and sustainable business growth. The study focuses on analyzing the market environment, identifying the needs of the target audience, and evaluating the company’s strengths and weaknesses through SWOT analysis, competitive analysis, and market segmentation. The article examines the theoretical foundations of integrated marketing communications that combine traditional channels (television, print media, PR) with digital channels (SEO, content marketing, SMM, PPC, email marketing), thereby creating a unified information space and ensuring consistency in communication with customers. Particular emphasis is placed on the role of digital transformation; by implementing CRM systems and analytical platforms, companies can effectively monitor the efficiency of marketing activities and adjust their strategies in response to market changes. The theoretical analysis demonstrates that a systematic approach to developing a promotion strategy facilitates the flexibility required in the dynamic service market and enables the adoption of innovative technologies, including AI-based solutions for the personalization of marketing messages. The article proposes methods for strategic planning, such as defining a unique selling proposition (USP), mapping the customer journey, and establishing key performance indicators (KPIs) to control the effectiveness of advertising campaigns. Based on these methods, the authors formulate a theoretical framework that can serve as a guideline for further research in the field of marketing promotion strategies for service companies. Future research should focus on examining the impact of digital technologies on long-term customer loyalty, optimizing budgeting processes, and adapting strategic decisions to global economic challenges. Although the article does not include practical case studies, it provides a systematic overview of the methods and approaches that enable the development of effective marketing strategies in the service sector, serving as an essential tool for supporting the steady growth of companies in an ever-changing market environment.