Published June 30, 2016 | Version v1
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BACKGROUND OF INTERACTION MECHANISM FORMATION BETWEEN A BANK AND CUSTOMERS

Authors/Creators

  • 1. Odessa National Economic University

Description

The article investigates the development of conceptual approaches of the banking marketing management
in a competitive environment that is increasing. The comparative characteristics of the relations marketing and a concept of
omni-channel (integrated) communications of a bank have been carried out. The semantics of such categories as relations,
communication, interaction, relationships has been developed. A new set of marketing mix tools has been proposed. A theoretical
model of the organizational-economic interaction mechanism between banking institutions and customers has been formed.

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