Huz M. The marketing communications management of the banking operations

The dissertation examines the theoretical, methodological and practical issues concerning the management of marketing communications of banking operations. The conceptual basis for building management systems of bank marketing communications was defined. Systematized marketing communications tools, expanded their list and expediency of their use in banking activity. In the dissertation activity of native banks is analysed from position of marketing communications management quality. The leading role of program-target approach in marketing communications planning process, which is based on the target complex program, is grounded. The hierarchy of social and psychological condition of the consumer was proposed, which is formed under the influence of the target complex programs of marketing communications of banking operations. The system of indexes, which is used for control of expens efficiency on one person which passed to the next level of hierarchical model, is developed. The mechanism of determining the amount of banks loyal clients is offered and grounded. Formalized approaches to determining the structure of expenditures bank marketing communications based on differentiation efficiency impact of communication tools and customer groups.