\u0420\u043e\u0437\u0448\u0438\u0440\u0435\u043d\u0430 \u0430\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u0430\u043d\u0433\u043b\u0456\u0439\u0441\u044c\u043a\u043e\u044e \u043c\u043e\u0432\u043e\u044e<\/strong><\/p>\n\u00a0 \u00a0 \u00a0A sign of the modern financial market is the intensification of competition between commercial banks, the emergence competitors in the face of other financial intermediaries, creating new and improving existing ones banking products, increasing customer requirements for the quality of banking services, increasing influence information technology.<\/p>\n
Intensive use of marketing communications by banking institutions, main functions which are informing consumers about the features and benefits of banking products and services, incentives demand, maintaining customer loyalty, creating a positive image of banks is one of the important prerequisites development of banking institutions.<\/p>\n
Intensive use of marketing communications by banking institutions, the main functions of which are informing consumers about the features and benefits of banking products and services, stimulating demand, maintaining customer loyalty, creating a positive image of banks is one of the important prerequisites for banking institutions.<\/p>\n
Instead, obstacles to the development of marketing communications of most Ukrainian banks are the imperfection of communication policy, the lack of a clear definition of the functions of marketing services, the lack of banking information provided to customers; lack of unified information databases and non-systemic nature of marketing research. The solutions to these problems determine the relevance of this study.<\/p>\n
The article analyzes the marketing communications of a commercial bank and the degree of their effectiveness in the promotion of banking services. Obstacles to the development of commercial marketing communications are noted banks of Ukraine. The classic tools of marketing communications are considered, the importance of and is substantiated the need to use new approaches to banking marketing. The analysis of the main properties and defects inherent in each category of marketing communications. Defined stages management of integrated marketing communications.
\n\u00a0 \u00a0 \u00a0 Keywords:<\/strong> marketing, marketing communications, commercial bank, direct sales, advertising, image, reputation.<\/p>\nReferences<\/strong><\/p>\n\n- Halianova L. Reitynh byznes-doveryia v bankovskoi sfere \/ L. Halianova \/\/ Marketynhov\u044be yssledovanyia v Ukrayne. – 2010. – \u2116 5(42). – S. 64-69.<\/li>\n
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<\/a> \u0421\u0442\u043e\u0440\u0456\u043d\u043a\u0438: 177-181. \u041d\u043e\u043c\u0435\u0440: \u2116<\/strong>3, 202<\/strong>1 (2<\/strong>94)<\/strong><\/p>\n