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Title Еfficiency of marketing communications in banks
Authors Pimonenko, Tetiana Volodymyrivna  
Radchenko, O.
Palienko, M.
Keywords bank
communication
efficiency
marketing
motivation
банк
комунікація
ефективність
маркетинг
мотивація
коммуникация
эффективность
мотивация
Type Article
Date of Issue 2017
URI http://essuir.sumdu.edu.ua/handle/123456789/62303
Publisher Sumy State University
License
Citation Pimonenko, T. Еfficiency of marketing communications in banks [Текст] / T. Pimonenko, O. Radchenko, M. Palienko // Business Ethics and Leadership. - 2017. - Vol. 1, Issue 2. - P. 55-61. - DOI: 10.21272/bel.1(2).55-61.2017
Abstract The paper deals with analysing the main approaches to evaluate the quality and efficiency of the bank’s marketing communications. The approaches to define the bank’s marketing communications were analysed and systematized by the authors. Besides, the authors allocated the main features of the bank’s marketing communications in the ongoing Ukrainian economic situation. Moreover, they proposed to use the mathematical method, to identify the efficiency of the bank’s marketing communications. According to that method the efficiency of the bank’s marketing communications could be determined through the evaluation of the increasing volume of the services rendered by the bank. This method gives an opportunity to account the time lag between implementation of the bank’s marketing communications and starting of its action. With purpose to verify abovementioned approach, the authors calculated the efficiency of the bank’s marketing communications of the JSC “Oschadbank” (Sumy, Ukraine).
Appears in Collections: Business Ethics and Leadership (BEL)

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