The increasing competition among the enterprises of services makes us to look for the new ways how to serve and to meet better the wishes of our custo mers. The fulfillment of this task is directly connected with a thoroughly prepared marketing strategy. This article presents a model of the preparation of the marketing strategy in an enterprise of services and the detail analysis of every stage of the process. The process of the preparation of the strategy of marketing in an enterprise of services includes the following stages: the analysis of the situation, evaluation of the possibilities of marketing, establishment of purposes, formulation of the strategies of marketing, analysis of the alternative strategies, strategical decision, the scheme (plan) of marketing activities and the evaluation and control of the activities of the scheme of marketing

Straipsnyje analizuojami probleminiai žmogiškųjų išteklių valdymo paslaugų įmonėje metodologijos aspektai. Remiantis empirinio žmogiškųjų išteklių valdymo funkcijos tyrimo farmacijos kompanijų atstovybių Lietuvoje pavyzdžiu, pateikiamas žmogiškųjų išteklių valdymo funkcijos sudėties interpretavimas, aktualus organizuojant medicinos atstovų veiklą.