student from 01.01.2024 to 01.01.2025
Ufa, Russian Federation
employee
This article provides a comprehensive analysis of the specifics of the marketing activities of private security companies (PSOs), which is determined by the unique characteristics and socio-economic role of the research object. The author identifies and systematizes the key factors that have a dominant influence on the formation and subsequent implementation of the marketing strategy of this category of business entities. Their structure highlights such fundamental elements as the formation and maintenance of a high level of customer trust, strategic management of business reputation in a highly competitive market, the need to comply with strict legal and licensing restrictions, as well as the critical role of qualified and loyal staff. It should be emphasized that it is human capital that acts as a key asset that directly ensures the quality, reliability and, as a result, competitiveness of the security services provided. Measures to improve the marketing activities of security companies are proposed — digitalization, internal marketing and the development of an image approach.
service marketing, private security company, specifics, security market, trust, reputation, security services, digitalization
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