BUSINESS INFORM №5-2014

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Section: Finance, Money Circulation and Credit
UDC 658.8
Bykhova O. M.
Specific Features of Application of a Marketing Complex in the Banking Sphere (p. 347 - 351)
The article analyses and formulates specific features of application of the marketing complex in the banking sphere. Based on critical analysis, marketing in the banking sphere is defined as a complex approach to management of the banking activity directed at efficient satisfaction of client and public requirements by means of purposeful use of the marketing complex. The article shows that complexity of this approach lies in clear identification of the goal, analysis of internal and external environment of the bank, a necessity of application of specific features of the product, price, sales, and communication policy of the bank and policy of relations. The article holds about expediency of realisation of the marketing concept with consideration of all listed features, which would facilitate increase of efficiency of bank functioning and maintenance of its competitiveness under modern conditions of uncertainty.
Keywords: marketing in the banking sphere, marketing complex, banking service, banking product
Fig.: 1. Tabl.: 2. Bibl.: 10.

Bykhova Olena M. – Candidate of Sciences (Economics), Associate Professor, Department of Economics and Marketing, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Bykhova, Olena M. (2014) “Specific Features of Application of a Marketing Complex in the Banking Sphere.” Business Inform 5:347–351.

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