МАРКЕТИНГОВІ КОМУНІКАЦІЇ КОМЕРЦІЙНОГО БАНКУ
Journal Title: Вісник Харківського національного аграрного університету ім. В.В. Докучаєва Серія “Економічні науки” - Year 2017, Vol 1, Issue 4
Abstract
O.I. Zorina. Marketing communications for a commercial bank. This paper suggests to pay more attention to the role of marketing communications of commercial banks. In today's conditions of economic and political instability, the development of financial globalization with the simultaneous weakening of state control over the development of monetary and credit relations, the strengthening of the influence of the currency sphere on economic processes and competition, the issue of not only ensuring the competitiveness of banks, but also their stable and dynamic development. The intensive use of marketing communications is one of the most important prerequisites for the development of commercial banks. The main functions of marketing communications are to inform consumers about the unique properties of banking services, stimulating demand, maintaining customer loyalty, building a positive image of banks and much more. It has been determined that, besides the fact that advertising plays a significant role in all spheres of public life, it also acts as an integral part of the general marketing system of the bank. Advertising has many applications: it is used to create a long-term image of the bank, for the purpose of allocating a specific banking product, the dissemination of information about services, coverage of a specific action. It is also an integral part of the formation of image and authority. The author concluded that marketing communications are an integral part of shaping the competitiveness of the bank, and the problem of increasing the efficiency of marketing communications is common to all Ukrainian banks. It is through advertising of banking products that the consumer first of all pays attention directly to the bank itself, and then from advertisements, customers distinguish the benefits of buying banking products in comparison with identical products in other banks. An important place in the development of marketing communications should be the development of a comprehensive group of activities in the field of promotion, which should be based on a combination of all means of communication in order to increase their own attractiveness. Nevertheless, the development of certain measures to maintain existing connections with customers in order to maintain them remains the same, since in today's market there is a strong competition for the client. Key words: marketing communications, banking institutions, direct marketing, advertising, image and reputation, public relations.
Authors and Affiliations
О. І. Зоріна
Keywords
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