Kiselev A.S.Russian State University of Tourism and Service, Cherkizovo, Pushkinsky District, Moscow Region, Russian Federation webkiselev@gmail.com
Importance The research focuses on the way the bank implements its marketing policies when collecting overdue debts from retail customers. Objectives The objective of the research is to determine activities and steps to improve the efficiency of pre-trial collection of overdue amounts by strengthening the role of marketing. Methods The methodological framework comprises conceptual provisions of general and banking marketing, proceedings of the leading Russian and foreign scientists on managing the lending practices of commercial banks. The research applies general scientific methods, content analysis, comparative and statistical analysis, thus substantiating the conclusions, ensuring the reliability of evaluation and main provisions. Results Upon analysis of conditions and components of the corporate culture, I find an insufficient correlation between collection of overdue amounts and the marketing policies. I propose a set of activities to more effectively collect overdue amounts and improve the quality of managing the lending policy and marketing in the commercial bank. Conclusions and Relevance I conclude that the current circumstances require qualitative changes in communications of debt collection specialists and borrowers. The process should be steered in a preventive and strategic manner. For this, commercial banks should implement robust marketing policies. To achieve the desired results, the banks should put more focus on marketing in the process of collecting overdue amounts and change organizational conditions and aspects of the bank's corporate culture.
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