Formational characteristics of the new marketing approach in banking area

Abstract

The article determines the concept approaches on the marketing management in the bank institution. There was explored the evolution of the main parts of the marketing influence on the bank. There was provided the model of application of the new marketing complex “PRICT” in terms of information and innovative bank development. There were determined the features of the new marketing complex and particular features of the bank functioning based on the marketing science in the market area. The results of the explored research can be used by modern banks while providing effective strategies of advanced development.