Danulyuk Y. Influence of marketing policy on efficiency of bank activity

The thesis is devoted to the improvement of theoretical, methodological and practical principles of marketing policy of the bank. The definition of marketing policy of the bank as a set of measures that define the process of establishing specific marketing goals aimed at meeting the needs and demands of existing and potential clients in order to improve the performance of the bank and ensure its competitiveness in the market. A treat bank's brand strength - the degree of commitment to the customer of a bank brand - as an important aspect of evaluating the effectiveness of banking. The author vision of the basic principles of effective marketing policy of the bank. Signs of customer segmentation, added three new features - namely the level of customer loyalty to the bank, "marketionally" customer degree reach the customer. Argued and demonstrated the feasibility presentation communication policy of the bank as a self important element in the marketing policy the bank, the bank should provide a positive reputation. Author formulated proposals for the organization of the banking department of public relations. Introduced and recommended for implementation in practice of marketing policy of domestic banks author algorithm development process of new products / services.