Роль маркетингового консалтингу в системі бізнес-консалтингових послуг

Abstract

This article is devoted to the theoretical and practical aspects of marketing consulting as a separate and increasingly important type of professional activity that is gaining special relevance under conditions of dynamic market development and high competition. The purpose of the article is to define the concept of marketing consulting, explore its functional features, and analyze the main directions and tools used in the consulting process. The study outlines the key differences between marketing consulting and general business consulting, emphasizing the specific focus of marketing consulting on customer interaction, brand positioning, communication strategies, market segmentation, and the implementation of effective promotion channels. Particular attention is paid to the role of marketing consulting in the healthcare sector, where medical institutions increasingly need external expert support for developing and implementing successful marketing strategies. In the article, the main functions of marketing consultants are identified, including market analysis, formulation of pricing policies, digital communications, integration of CRM systems, and development of loyalty programs. It is noted that marketing consulting allows organizations, especially in the field of healthcare, to adapt more quickly to changes in demand, enhance competitiveness, and improve relationships with target audiences. The relevance of digital transformation processes and the growing importance of data-driven decisionmaking are highlighted as factors that increase the demand for marketing consulting services. Based on the research results, it is concluded that marketing consulting is an effective mechanism for achieving sustainable development and building long-term value for enterprises. The prospects for further scientific exploration lie in developing criteria for evaluating the effectiveness of marketing consulting interventions, taking into account the industry-specific characteristics and the growing influence of digital technologies on consumer behavior. Further attention should also be paid to the integration of artificial intelligence, personalization tools, and marketing automation in consulting practices, which may significantly expand the capabilities and efficiency of modern marketing consultancy services.