Effective Marketing Strategy for Regional Banks

Alena Anatolievna Uksumenko, Irina Aleksandrovna Kuzmicheva, Olga Yurievna Vorozhbit
European Research Studies Journal, Volume XX, Issue 4A, 558-567, 2017
DOI: 10.35808/ersj/854


The possibility of pursuing effective client policy in the context of marketing concept of the commercial bank’s development strategy is considered. Hence, the goal of this study is to summarize the principles of effective client policy and offer solutions for the problems arisen while establishing the above. The general scientific methods of analysis and synthesis, economic-statistical methods and methods of abstract-logical judgments have been used.The article reveals the problems of establishing principles of effective client policy in the bank: terms and conditions of banking products become less attractive, the probability of prolonged individual deposits by the population falls, and the number of opened credit lines and contracts for enterprises and organizations classified as small businesses also decreases.The evaluation of the measures taken has showed their insufficiency for making the bank leading and innovative under the current conditions of global competition. The evolution of the marketing concept as a part of the commercial bank’s development strategy is described historically and in terms of foreign experience.Their advantages and disadvantages are noted. The use of the marketing concept through the specificity of the marketing task is grounded: sales of banking products to both clients and sellers. Based on the research, it has been concluded that the regional bank needs to work through all the elements of its marketing strategy to effectively promote its products on the market.

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