Marketing v bankakh

V uchebnom posobii rassmatrivayutsya teoreticheskie osnovy bankovskogo marketinga: ponyatie, predmet i soderzhanie; tsel', zadachi i printsipy marketinga v bankakh; kontseptsii marketingovoy deyatel'nosti v bankovskoy sfere. Osoboe vnimanie udeleno izucheniyu protsessa marketingovykh issledovaniy i analizu rynochnykh vozmozhnostey banka, otboru tselevykh rynkov bankovskikh uslug. Rassmatrivayutsya voprosy razrabotki politiki bankovskogo produkta, ponyatie i neobkhodimost' ispol'zovaniya brendinga v bankakh Respubliki Kazakhstan. Raskryvayutsya sushchnost', tseli i zadachi kommunikatsionnoy politiki banka, a takzhe voprosy strategicheskogo planirovaniya bankovskoy deyatel'nosti i strategii razvitiya bankov.