INTERNET MARKETING AS AN ELEMENT OF BANKING BUSINESS IN COMPETITIVE ENVIRONMENT
Abstract
As any other enterprise, a bank should promote selling of its services, which under the growing competition is possible only on the basis of marketing. Due to the specific character of the banking product, it is clear that under strong competition it is hard to sell a service offered by a definite bank. The new trend in marketing is internet-marketing, which allows to significantly increase the supply of banking products in the market. The article views both the theoretical aspects of bank marketing and the issues of its practical application, and analyzes the new trends in banking internet-marketing.
Keywords
internet-marketing,
banking product,
banking service,
diversification,
information technologies,
communications,
e-commerce,
competition,
banner advertisement,
context and media advertisement,
deposit,
bank card,
credit,
digital economy,
electronic communications,
marketing strategy
336.71:339.138
About the Authors
S. L. Orlov
Russian University for Economics named after G.V. Plekhanov
Russian Federation
Russian Federation
F. M. Minnivaleyev
Institute of Economics, Management and Law (Kazan)
Russian Federation
Russian Federation
References
1. Хабаров В.И., Попова Н.Ю. Банковский маркетинг. - М.: Московская финансово-промышленная академия, 2004. - 165 с.
2. Нагапетьянц Н.А. Маркетинг в отраслях и сферах деятельности: учеб. пособие. - М.: Вузовский учебник, 2007. - 272 с.
3. Банковское обозрение. - № 2 (145), февраль, 2011. - URL: <http://bankir.ru/istochniki/1655001>
4. Интернет-маркетинг. Википедия. Свободная энциклопедия. - URL: http://ru.wikipedia.org/wiki/Интернет-маркетинг
Review
For citations:
Orlov S.L., Minnivaleyev F.M. INTERNET MARKETING AS AN ELEMENT OF BANKING BUSINESS IN COMPETITIVE ENVIRONMENT. Actual Problems of Economics and Law. 2012;(3):136-140. (In Russ.)
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