SFeDu
of.211, Gorgoko St., 88 
Rostov-on-Don
Russia
344002
+7 (863) 250-59-54
This email address is being protected from spambots. You need JavaScript enabled to view it.
te@sfedu.ru

TERRA ECONOMICUS

  • Home
  • Issues
  • 2013
  • No 1.2
  • 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

References:
  • Baudrillard J. (1996). The System of Objects. London: Verso.
  • Bruce M. (2004).Turbulent brandscape: retailing luxury brands in the UK and France. British Academy of Management Conference, Saint Andrews University (Scotland), August-September. M. Bruce, C. Kratz.
  • DalFOlmo R.F. (2003). Luxury branding on the Internet: lost opportunity or impossibility? R.F. Dall’Olmo, C. Lacroix // Marketing Intelligence and Planning.
  • Financial Times (Jonathan Birchall) (2005). Luxury is so last year. New York FT.com site. March 25.
  • Hetzel P. (2002). Planete conso, marketing experientiel et nouveaux univers de consommation. Editions d’organisation.
  • Jackson T. (2004). A contemporary analysis of global luxury brands. International Retail Marketing. M. Bruce et al. (eds). Oxford: Butterworth-Heinemann.
  • Kapferer J.N. (2000). How the Internet impacts on brand management. Journal of Brand Management. № 4(4).
  • Marciniak R. (2004).The scope of e-commerce in retail strategy. International Retail Marketing. M. Bruce et al. (eds). Oxford: Butterworth-Heinemann.
  • Mercier J.-E., Pacini J.-E. (2006). Marketing: Objectif rentabilite. Banque. P. № 594.
  • Novatorov E.V. (2010). International models of marketing services. Bankovskiye uslugi. № 6.
  • Nyeck S. (1997). WWW as a communication tool for luxury brands: compared perceptions of consumers and managers. S. Nyeck, E. Roux. Proceedings of the Second International Research Seminar on Marketing Communication and Consumer Behavior / B. Van Raiiji et al. (eds). La Londe Les Maures.
  • Thibaut F. (2003). Creation et design ou I’innovation dans l’univers du luxe. Luxe... metiers et management atypiques. D. Alleres. Economica.
Publisher: Southern Federal University
Founder: Southern Federal University
ISSN: 2073-6606