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Liburkina L. M.

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Improved Business Communication of Credit and Financial Institutions
Rozhko V. I., Duna N. G.

Rozhko, Viktor I., and Duna, Nataliia G. (2024) “Improved Business Communication of Credit and Financial Institutions.” Business Inform 2:324–332.
https://doi.org/10.32983/2222-4459-2024-2-324-332

Section: Management and Marketing

Article is written in Ukrainian
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UDC 339.138:659.1

Abstract:
The aim of the article is the theoretical substantiation and development of measures to improve the business communications of a credit and financial institution. The paper examines the state of information support and strategic orientation of business communications, marketing orientation of a credit and financial institution; an analysis of the results of business communications management is carried out; an integrated approach to the communication policy of a credit and financial institution has been proposed. The study considers such features of development as the complexity of problems and the need to study them in unity; increasing the complexity of objects of interaction, the dynamism of situations; the need to forecast future needs for information and communication. The article proposes measures for managing business communications using an integrated approach, which makes it possible to fully take into account the expectations of different groups of the public in order to obtain competitive image-based advantages. The use of business communication tools allows the company to manage its reputation (among potential and real customers, partners and investors), prevent crisis situations or help in their elimination, achieve strategic business goals, solve marketing problems, and optimize relations within the team itself. Management of business communications should be comprehensive, take into account the expectations of different groups of the public in order to obtain competitive image advantages of domestic enterprises, including in the international market. The study identifies the features of the banking services market that affect the process of managing business communications of modern banks, and finds that the stage of assessing the situation is a key one in the overall process of managing business communications. The place of business communications in the marketing activities of modern enterprises is determined. It has been defined that the marketing goals of enterprise have a significant impact on the management of business communications, determining their strategic orientation. Four main stages of the business communications management process have been allocated: evaluation of the situation, planning and programming, action and communication, and program evaluation. It is determined that the stage of assessment is a key, because an objective assessment of the environment in which the enterprise operates, as well as its strengths and weaknesses, is the foundation for other areas of the process of solving problems facing the company. The features of the market of banking services, influencing the management of business communications of modern enterprises, are considered: the use of individual communication channels for each target audience; positioning of the enterprise, not the product; the preference for personal contacts over mass ones; the ratio of business communication tools used depends on the goals and capabilities of the enterprise. The use of these results in the practical activities of banks will increase the efficiency of their marketing activities and competitiveness.

Keywords: business communications, communication policy, sales promotion, advertising, personal selling, communication complex, public relations, product promotion.

Tabl.: 2. Bibl.: 16.

Rozhko Viktor I. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Marketing, Management and Entrepreneurship, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]
Duna Nataliia G. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of International Economics and World Economy, V. N. Karazin Kharkiv National University (4 Svobody Square, Kharkіv, 61022, Ukraine)
Email: [email protected]

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