id: 33616
Title: Evolution and essence of banking marketing
Authors: Aleskerova Y., Marunych U., Kachur I.
Keywords: bank engineering, marketing, bank product, business policy, bank
Date of publication: 2023-06-01 12:52:24
Last changes: 2023-06-01 12:52:24
Year of publication: 2023
Summary: Theoretical approaches to determining the essence of banking marketing have been studied. The definition of "bank marketing" has been proposed. The article identifies the similarities and peculiarities of bank marketing. The process of evolution of banking marketing has been analyzed. Common features and differences of evolutionary processes of bank marketing have been substantiated. Marketing management is considered from the point of view of transforming the bank markets into the buyer’s markets. Bank marketing is the philosophy, strategy and tactics of the banking business, based on the complex analysis and segmentation of the market of banking services, implementation of the optimal product, price, sales and communication policy and aimed at harmonizing bank interests, existing and emerging needs of existing and potential banking clients and society in general. Moreover, it is correct to say that banking marketing has accompanied banking since its inception, that is, since the earliest hours. However, this statement only concerns the understanding of marketing as a tool of market behavior. At the same time, the modern understanding of bank marketing from the standpoint of a systemic approach represents the unity of the following constituent elements: banking marketing as a philosophy of the banking business; Banking marketing as a way of entrepreneurial policy and behavior in the market; banking marketing as a separate branch of knowledge and science; banking marketing as a separate area of professional activity. The main factor and the internal spring of strengthening the dynamic influence of banks on socio-economic processes is the transition of banking activities from an operational orientation to a marketing one, between which there are fundamental differences. If the operational orientation of the banking business is focused on technological, organizational and accounting business procedures, then the marketing orientation is fundamentally client-centric, i.e. it involves the concentration of the bank`s efforts on identifying existing and potential requests of economic market subjects and developing, on this basis, strategies and tactics for their best satisfaction on mutually beneficial terms based on resource, personnel, organizational, technological, regulatory and other limitations. Ultimately, the bank should strive to meet the specific objectives of an existing or potential customer in the most rational way from the latter’s point of view. It is shown how the strategy of specific directions of bank marketing is determined by features of bank produc.
URI: http://repository.vsau.vin.ua/repository/getfile.php/33616.pdf
Publication type: Статті у наукових фахових виданнях України (Copernicus та інші)
Publication: Причорноморські економічні студії. 2023. Вип. 80. С. 156-161. DOI: https://doi.org/10.32782/bses.80-23
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