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Analyzing the application of bank marketing tools

Vol. 25, Iss. 12, DECEMBER 2019

Received: 26 August 2019

Received in revised form: 10 September 2019

Accepted: 24 September 2019

Available online: 25 December 2019

Subject Heading: Banking

JEL Classification: G21, M31

Pages: 2804–2812


Boyarinov A.G. Ural State University of Economics (USUE), Yekaterinburg, Russian Federation

ORCID id: not available

Subject This article analyzes the development of e-banking and proposals to introduce new digital technologies into the banking sector.
Objectives The article aims to determine the specifics and relevance of the use of banking marketing tools as a component of improving the competitiveness of banking services in the Russian and world markets.
Methods For the study, I used the methods of comparative analysis and systematization.
Results The article presents certain results of the analysis of the development of e-banking and the practice of applying banking marketing tools abroad, most of which are based on Internet technology.
Conclusions The results of the study can help specialists dealing with the issues of Internet banking and information technology, heads and managers of commercial banks dealing with remote banking, undergraduates and graduate students.

Keywords: bank marketing, product, service, tool, omnichannel


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