THE MODERN TRENDS OF THE BANK MARKETING: THEORY AND PRACTICE
The modern trends in theory and practice of the bank marketing are described in the article. The author gives the characteristic of the bank services market, shows its specific features. The historical reference about appearance and development of bank work is given briefly in article. The question about the role of bank on the market of models B2C, B2B, B2G is also reviewed. It is pointed out that there are some changes on the market of bank service from classical marketing conceptions to the modern based on client directional approach. During the whole article the author pointed out the necessity of valuation the requirements of potential and existent clients, the analysis of changing causes, the forming their loyalty due to numerous marketing funds and methods. The great attention the author pays to tendencies of marketing work of Russian and foreign banks. The article makes an attempt to divide examples of marketing ideas banks and their positive results during the implementation into three main groups of instruments: marketing projects, innovation, information technologies, mobile and Internet banking. The author draws attention to the fact that innovation in its different forms (from technical innovations to the new types of banking services) contributes to the growth of demand and the formation of competitive advantages; the innovation is based on the need to adapt to changes in the external environment. The article provides an overview of the results of the Association of Russian banks research on the domestic and foreign trends of marketing activity in the market of banking services.