ASSESSMENT OF MARKETING POTENTIAL IN SERVICE ENTERPRISES: MODERN APPROACHES AND MODELS, ОЦЕНКА МАРКЕТИНГОВОГО ПОТЕНЦИАЛА ПРЕДПРИЯТИЙ СФЕРЫ УСЛУГ: СОВРЕМЕННЫЕ ПОДХОДЫ И МОДЕЛИ, XIZMAT KO‘RSATISH KORXONALARIDA MARKETING SALOHIYATINI BAHOLASH: ZAMONAVIY YONDASHUVLAR VA MODELLAR

<jats:p>This thesis focuses on the theoretical and methodological foundations of assessing the marketing potential of service enterprises. Key components of marketing potential, including market opportunities, marketing resources, staff qualifications, and innovation activity, are examined. The study demonstrates the importance of marketing potential assessment in determining strategic development prospects. A comprehensive evaluation model is proposed, highlighting its practical significance for service enterprises</jats:p>