METHODS AND TECHNIQUES OF COMPETITION IN THE RETAIL SEGMENT OF BANKING BUSINESS
Subject/Topic Current conditions of development of banking system define importance and need for use of marketing tools in banking practice, as the success of the bank depends on its situation in the market and competitiveness of its products and services. Goals/Objectives To give the description of the features of bank competition, together with methods of strengthening of a competitive position of commercial bank in the current conditions of development of the Russian banking system. Methodology In the presented research by means of general scientific methods, tools of marketing analysis and economic modeling, were formulated the perspective directions of development of interbank competition in a retail market segment. Conclusions and Relevance In the article were analyzed the main features and forms of the bank competition, methods and techniques of its implementation. Article presents more detailed study of bank competition in the retail segment of banking service market, defines the ways of marketing impact of the bank on the population.