Zharlins'ka R. Marketing information system of commercial bank

The author fulfilled the complex theoretical-methodological research of marketing information system of commercial bank, which provides in the certain measure the decision of problems concerning improvement of operation of commercial banks. In particular, the methodological approaches to bank marketing and importance of the marketing information in it were submitted, there was considered the concept of marketing information system and its development in conditions of new information technologies, principles and methods of construction of marketing information system. The formation of structure of marketing information system in bank practice, from formation of parameters, and qualitative internal and external information for support of marketing activity of commercial bank to methods and models of making the marketing decisions in banks was researched. The model of marketing information system of commercial bank and complex of marketing tasks in its structure and methods to their solving were offered.