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  • The role of marketing management in perspective development of large Russian banks

The role of marketing management in perspective development of large Russian banks

TERRA ECONOMICUS, , Vol. 11 (no. 1.2),
p. 74-78

The article underlines the role of marketing management instruments in perspective development of large Russian banks. In particular, it considers the main approaches to determination of the concepts of “banking services” and “banking product”, the marketing-mix of modern commercial bank.


Keywords: bank; bank marketing; marketing management; marketing-mix; methods

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Publisher: Southern Federal University
Founder: Southern Federal University
ISSN: 2073-6606