Marketing strategy in the service sector responding to the needs of the modern company

Abstract

Scientific and technological advances have influenced today's society, where the rapid pace of
life and constant communication through social networks, the tastes and needs of human beings
are in constant transformation. Given this constantly changing environment, the modern company
needs marketing as a fundamental management tool to satisfy the increasingly exigent needs of
consumers. Nowadays, marketing plays an increasingly important role not only in the field of
products but also in intangible services, travel, freight transportation, consulting, software, and
others. It will be conditioned by the desires, dreams, desires of each consumer, creating an infinite
universe of possibilities that change depending on the sector, the material, the particularity and
the need, which imposes new challenges when developing an adequate marketing strategy for
the service sector Marketing. In Cuba, is still a relatively incipient discipline of introduction in our
companies. It constitutes a very important tool and it is considered, among the starting
requirements for the development of Business Improvement process, that companies have a
market to which direct their offers. This review focuses on the theoretical foundations found in
national and international bibliographic sources referring to marketing in the services sector.