MODERN TRENDS IN THE FINANCIAL MARKETING DEVELOPMENT
The paper is concerned with the current state of financial markets. The subject of the study is the role and place of financial market institutions in the Russian economy and the market development trends. A considerable array of statistical data on the state of the financial markets has been studied. The purpose of the study was to identify current trends and key problems of the financial marketing development in the face of economic sanctions. During the stats analysis quantitative and qualitative characteristics of financial market institutions were obtained with the focus on the banking sector and its role in the socio-economic development of Russia. In the course of the study the methods of analysis, synthesis, integrated approach, comparison, systematicity, expert assessment and other cognitive methods were used. A conclusion is made about a significant change in the activities of the financial market institutions. The emphasis is laid on the changing role of the banking sector in the socio-economic development of Russia in the crisis and post-crisis period. The main objective is to improve the efficiency and quality of the marketing management. For the banking sector this problem can be solved by establishment of a comprehensive marketing management system based on modern information technologies.