Romanenko L. Bank marketing: theory, methodology, organization.

In the thesis there has been carried out complex theoretical and methodological research of bank marketing in the conditions of reforming financial and banking systems of Ukraine. For the first time was investigated the process of marketing activities at the organizational, exploratory and final stages The bank marketing is represented in complex as the methodology of forming bank policy, strategy and tactics. The essence of bank marketing is shown through its principles which altogether provide performing the functions of bank marketing as: analytic, productive, distribution, sales and managing. Classification suggested in the thesis as well as methodology of developing bank products are designated. Strategic marketing and its economic-mathematical simulation in banking has been reviewed on concrete materials. The control and audits of banks activities have been investigated in compliance with the international and national standards.