Kubiv S. Marketing conception of system formation "enterprises and retail clients - commercial bank"

Management of commercial bank in order to create competitive advantages on the banking services market. The principles and recommendations on formation of commercial bank attractiveness for clients using marketing technologies in order to form the system "enterprises and retail clients - commercial bank" are developed. Research methods are methods of economic and statistical analysis, concentration analysis, expert methods, benchmarking, and interviews. Recommendations for evaluation and formation of commercial bank attractiveness for clients are suggested. The ways of perfect attractiveness formation are proved. The usage BSC-balanced action card conception for the investigation of perfect attractiveness is proved. The strategy of commercial bank attractiveness for client on the basis of system usage of functional strategies of differentiation, improvement of service quality and productivity is improved. They were used in banking sphere, in state administration and educational process. The sphere of usage is banking activities