Yatsenko O. The mechanism of ensuring interaction between banks and customers.

The evolution of marketing approaches to managing relationships with customers of banks has been investigated. A new concept of marketing of integrated communications has been proposed. Approaches to the classification of bank relationships with clients have been structured. The factors determining their level have been established. The scientific methodological recommendations for improving the interaction mechanism between customers and banks based on choosing the appropriate marketing strategy have been substantiated. The methodological approach to developing an optimal set of marketing communication channels has been developed. That allows substantiating the choice of directions for providing interaction between banks and customers.