Dyma O. Marketing in the development of bank-customer relationships

The process of implementation of marketing in the banking sector of the economy of Ukraine. The development and extension of theoretical, methodical and applied principles of the development of relationship marketing in the banking sector of the economy of Ukraine. The relationship marketing in the banking sector of Ukraine research was carried out with the usage of general and special methods of scientific cognition: theoretical generalization, tabular, graphical, matrix, examining, observation and econometrics. An approach for the optimization of the structure of the client base, an estimation method of the efficiency of application of marketing on the basis of relations in banks and criteria for the division of bank clients according to such criteria as "profitability" and "level of relationship" have been offered. A methodical approach for the determination of key-clients of the bank, a system of estimation of the efficiency of marketing on the basis of relations and an econometrics model of the optimization of the client base structure have been adopted in practice. Sphere of usage: commercial banks of Ukraine, educational process.