Яшил иқтисодиёт ва тараққиёт Том 4 № 3 (2026)
THE IMPORTANCE OF MARKETING COMMUNICATIONS IN THE SERVICES SECTOR
Mamatkulova, Shoira
Аннотация
In this article, we examine the role and importance of marketing communications in the development of theservice sector in the modern economy. Particular attention is paid to the impact of integrated marketing communicationson developing competitive advantages for service companies, increasing customer loyalty, and improving service quality.We analyze the main tools of communications policy, including advertising, public relations, digital marketing, and directcommunications with consumers. Based on this analysis, we propose areas for improving marketing communicationsaimed at enhancing the performance of service sector organizations
marketing communications, service sector, digital marketing, competitiveness, customer loyalty, integrated communications, advertising, pr, customer experience, crm systems
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