Marketing means of communication of the independent commercial enterprises with consumers (using innovative technologies)

Keywords: marketing, innovative technologies, independent commercial enterprises, bank, consumers, crisis

Abstract

The article presents a critical analysis of the bank’s marketing means of communication with consumers in the conditions of economic and classical war. In particular, the tools of interactive marketing, marketing tasks to increase loyalty to the brand and its products, raising audience awareness, the use of innovative Internet acquiring systems are analyzed. The differences between the uses of marketing tools by financial institutions from purely economic ones are given. The challenges of the war for the financial sector of Ukraine as a whole are assessed. The marketing activity of the leading Ukrainian bank of Ukraine – PrivatBank are analyzed. The practical activity of this bank proves the need for continuous improvement of marketing communications with customers. In order to improve communications between a commercial bank and consumers of its services, a PEST analysis and SNW analysis were conducted. Marketing communications, brand, image and development of the researched enterprise need significant improvement. The results of our study will be useful to all who study the problematic issues of effective use of marketing tools and communications of independent commercial enterprises in working with consumers, users and customers in difficult socio-economic conditions. The results of our study will be useful to all who study the problematic issues of effective use of marketing tools and communications of independent commercial enterprises in working with consumers, users and customers in difficult socio-economic conditions.

Author Biographies

Tetiana Dronova, University of Customs and Finance

Ph.D in Economics, Assistant Professor at the Department of Marketing

Yuliia Horiashchenko, University of Customs and Finance

Dr.Sc. in Economics, Аssociate Рrofessor, Assistant Professor at the Department of Marketing

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Abstract views: 34
PDF Downloads: 28
Published
2022-06-28
How to Cite
Dronova, T., & Horiashchenko, Y. (2022). Marketing means of communication of the independent commercial enterprises with consumers (using innovative technologies). VUZF Review, 7(2), 143-151. https://doi.org/10.38188/2534-9228.22.2.15
Section
Articles