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Actual Problems of
Economics and Law

 

16+

 

DOI: 10.21202/1993-047X.06.2012.3.136-140

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Authors :
1. Sergey Leonidovich Orlov, Doctor of Economics, Professor
Russian University for Economics named after G.V. Plekhanov, Moscow

2. Farkhat Muslimovich Minnivaleyev, Post-graduate student
Institute of Economics, Management and Law (Kazan)



Internet marketing as an element of banking business in competitive environment


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


Bibliography :

1. Khabarov V.I., Popova N.Yu. Bankovskii marketinging (Banking market). Moscow: Moskovskaya finansovo-promyshlennaya akademiya, 2004, 165 p.
2. Nagapet'yants N.A. Marketing v otraslyakh i sferakh deyatel'nosti (Marketing in sectors and spheres of activity). Moscow: Vuzovskii uchebnik, 2007, 272 p.
3. http://bankir.ru/istochniki/1655001
4. http://ru.wikipedia.org/wiki/Internet-marketing
 


Citation :