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SYSTEM OF BANKING MARKETING: THEORETICAL APPROACHES AND TRENDS OF MODERN PRACTICE

dc.contributor.authorНікіфоров, Петро
dc.contributor.authorБабух, Ілона
dc.date.accessioned2021-11-21T17:32:29Z
dc.date.available2021-11-21T17:32:29Z
dc.date.issued2018
dc.identifier.citationNikiforov Petro, Babuch I. System of banking marketing: theoretical approaches and trends of modern practice. Глобальні та національні проблеми економіки. 2018. Випуск 21. С.477-482uk_UA
dc.identifier.issn2413-3965
dc.identifier.urihttps://archer.chnu.edu.ua/xmlui/handle/123456789/2041
dc.description.abstractCurrent trends in the theory and practice of banking marketing are analyzed. A brief description of the banking services market is given, specific features of the banking product are indicated. The role of the bank in the market of models В2С, В2В, В2G is shown. It is noted that in the market of banking services there is a transition from classical marketing concepts to marketing, built on a client-oriented approach, forming customer loyalty through innovative marketing ideas, the use of information technology, the Internet. Also is considered the influence of the level of corporate culture on the bank's image, on various aspects of the bank's marketing activities, including in the moral and ethical plane.uk_UA
dc.description.sponsorshipФінансів і кредитуuk_UA
dc.language.isoenuk_UA
dc.subjectbank marketinguk_UA
dc.subjectmarket of banking servicesuk_UA
dc.subjectmarket models (В2С, В2В, В2G)uk_UA
dc.subjecttrustuk_UA
dc.subjectcustomer orientationuk_UA
dc.subjectcorporate cultureuk_UA
dc.titleSYSTEM OF BANKING MARKETING: THEORETICAL APPROACHES AND TRENDS OF MODERN PRACTICEuk_UA
dc.title.alternativeСИСТЕМА БАНКОВСКОГО МАРКЕТИНГА:ТЕОРЕТИЧЕСКИЕ ПОДХОДЫ И ТЕНДЕНЦИИ СОВРЕМЕННОЙ ПРАКТИКИuk_UA
dc.typeArticleuk_UA


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