BUSINESS INFORM №3-2013

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57

Section: Finance, Money Circulation and Credit
UDC 336.71
Bondarenko A. F., Roskoshnaya Y. A., Kosenko V. I.
Modern Aspects of Development of Bank’s Clienting Strategy (p. 313 - 318)
The article describes theoretical approaches to definition of the concept of relations marketing (clienting). It justifies urgency of introduction of client-oriented marketing approach in bank activity for provision of effective interrelation of the bank with its clients, development of long-term relations with the aim of stable economic development of a financial and credit institution. It considers practical possibilities of application of modern innovation technologies of the bank marketing.
Keywords: bank strategy, bank service, marketing, innovation technology, clienting, client-bank system
Tabl.: 2. Bibl.: 9.

Bondarenko Alla F. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Marketing, Sumy State University (2 Mykoly Sumtsova Str., Sumy, 40007, Ukraine)
Email: [email protected]
Roskoshnaya Yelena A. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Management, Ukrainian Academy of Banking (57 Petropavlіvska Str., Sumy, 40030, Ukraine)
Email: [email protected]
Kosenko Viktoriya I. – Student, Ukrainian Academy of Banking (57 Petropavlіvska Str., Sumy, 40030, Ukraine)

Article is written in Ukrainian
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Reference to this article:
Bondarenko, Alla F., Roskoshnaya, Yelena A., and Kosenko, Viktoriya I. (2013) “Modern Aspects of Development of Bank’s Clienting Strategy.” Business Inform 3:313–318.

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