Marketing communications of banks as a mechanism of liquidity management

被引：0

作者：

Fomenko, E. G. ^{[1
]}

机构：

[1] Rostov State Transport Univ, Pl Peoples Mil 2, Rostov Na Donu 344038, Russia

来源：

TERRA ECONOMICUS | 2010年 / 8卷 / 03期

关键词：

marketing communications; banks; liquidity; concepts of marketing; banking services;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Marketing communications on the banking services market get the increasing value in strategy of banking business development and liquidity management. The marketing aspect of banking products' sale in the postcrisis concept of marketing differs from the developed methods in system of marketing relations because it includes communication and psychological aspects of influence on a potential consumer. The purpose of marketing communications is to change a model of consumers' behavior of financial-credit services. Thus marketing communications are the important factor of banks' liquidity management.

引用

页码：77 / 82

页数：6