THE BASIC PRINCIPLES OF THE ORGANIZATION OF INTEGRATED BANKING MARKETING IN THE CONTEXT OF THE INTEGRATION OF MARKETING PROCESSES IN THE BANKING SECTOR

Abstract

The analysis of the marketing activity management concepts existing in banking allowed us to formulate a new approach, which is based on the identification and satisfaction of the needs of not only the client of a commercial bank, but also of the bank itself. It is revealed that banking marketing is the ideology of a certain link in the banking system, a complex process of creating a credit institution brand, forming, analyzing and satisfying customer needs through the release of new banking products and services, advertising and other tools. In the customer relationship management system, the modern marketing concept should use a holistic and integrated approach to the bank's marketing activities. The features and main characteristics of banking marketing, marketing activities, integrated marketing communications, digital marketing are determined. The tasks of integrated banking marketing are considered, which should extend to solving both operational and tactical and strategic problems, and the author's development is presented, namely, the synthesis of operational and tactical and strategic tasks in integrated banking marketing is schematically indicated.

The article presents the author's development of the principles of integrated banking marketing, which is a synthesis of individual and industry marketing, which will allow in the conditions of integration of marketing activities in the post-pandemic period to effectively carry out marketing activities.