MARKETING OF BANKING SERVICES IN UKRAINE
Journal Title: Економіка і управління - Year 2016, Vol 4, Issue 72
Abstract
Bank marketing – is a regular process of improvement and increasing of efficiency of activity of the bank with the help of a specific set of tools within the marketing concept of cooperation and taking into account the market strategy, based on the opinions, preferences and needs of consumers. Features of marketing in the banking sector are due to, first of all, the specifics of banking products. Under it means any service or operation made by the bank. Marketing — is the strategy and philosophy of the bank, which requires careful preparation, in-depth and comprehensive analysis, and the active work of all departments of the bank from the leaders to the lower levels. The marketing approach is the primary orientation of the bank not on their product, but on the real needs of the clientele. Therefore, there is a the need for careful market research, analysis of the changing tastes and preferences of consumers of banking services.
Authors and Affiliations
Yu. Syerik, L. Pysmenna
Keywords
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