The Genesis of Online Publications and Promoting Bank Services in the Marketing Complex
The article considers the genesis of online publications as platforms for promoting various forms of content, identifies the stages of formation of online publications and defines the features of each stage. The authors consider online publications from two interconnected points of view: marketing mix and banking services promotion. The article shows the fundamental differences in the use of online publications to promote banking services at each stage. In conclusion, the authors formulate the definition of an online publication and summarize its functionality in terms of promoting banking services.