BANK MARKETING

Name: BANK MARKETING
ISBN: 978-5-369-01928-3

IRINA KOURNIKOVA; VALENTIN SAVIN

doi:10.29039/02108-8

UDC 336 Russian Library and Bibliographic Classification 6

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BANK MARKETING

Scientific publication

DOI https://doi.org/10.29039/02108-8 ISBN 978-5-369-01928-3

Published: 05.04.2023 Language: Russian Quantity of pages: 141 Publisher: Publishing Center RIOR Copyright sheets: 10 Number of publication: 1

Authors

IRINA KOURNIKOVA¹ · VALENTIN SAVIN²

1 Ivanovo State University (Institute of Social and Economic Sciences, Director)
Ivanovo, Ivanovo, Russian Federation

2 Ivanovo State University (Institute of Social and Economic Sciences, Department of Management, assistant professor)
Ivanovo, Ivanovo, Russian Federation

ABSTRACT

The main purpose of the manual is to adapt the provisions of the general theory of marketing to the specifics of the banking sector. In addition, attention is focused on provisions reflecting current trends in the development of bank marketing, in particular the implementation of a customer-oriented approach. Within the framework of this direction, such problems as the organization of individual services, the formation and management of loyalty, and other topical issues of the strategic development of a commercial bank are considered. The proposed textbook contains educational and methodological material on the course "Bank Marketing". The work is written in accordance with the Federal State Educational Standards of Higher Education in the direction of training "Finance and Credit" and the curricula of the educational programs "Banks and Banking" and "Financial Management". The work is intended for students, undergraduates, graduate students and teachers of financial specialties, as well as specialists in the banking sector.

KEYWORDS

MARKETING, BANKING, BANKING SERVICES MARKET, STRATEGY, LOYALTY, CUSTOMER-ORIENTED APPROACH

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BANK MARKETING

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