Marketing Strategy of Integration as a Condition of Modernisation of the Lift Industry

The article justifies selection of a marketing strategy of Ukrainian companies of lift servicing, which would provide an opportunity to ensure their economic growth and modernisation. Having analysed literature, it systemises features of classification of marketing strategies and identifies new approaches and strategy types. It offers solution of the problem of modernisation of the lift industry of Ukraine by means of selection of the marketing strategy of growth in the form of horizontal contract integration. Its realisation would provide a possibility to additionally load production facilities of companies, reduce unemployment level, ensure accumulation of funds for modernisation of the lift industry and improvement of its technological state.