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BUSINESS INFORM №7-2014

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66

Section: Management and Marketing
UDC 336.71
Vartsaba V. I., Ohorodnyk V. O., Dyulay E. V.
Futuristic Marketing as a Tool to Ensure the Competitiveness of a Bank (p. 379 - 383)
The article considers the futuristic marketing as a tool to ensure the competitiveness of a bank. The authors examine the questions of essence and the history of the marketing. In this paper the definition of categorical content "bank marketing" was clarified. The focus is on the futuristic marketing as a non-standard tool of struggle for the loyalty of the consumer audience. As a result, studies have been isolated and characterized by the use of new forms of bank marketing, namely the use of the Internet; the use of computer games / movies (product placement – placing the brand in the movies or in video games for advertising purposes); sensory branding (sense branding – a complex effect on the user through all the senses); love marks – approach (sincere relationship between the bank and the customer). The authors attempt to show that a futuristic marketing is an effective tool for ensuring the competitiveness of the bank.
Keywords: bank marketing, bank marketing, futuristic marketing, competitiveness
Bibl.: 13.

Vartsaba Vira I. – Candidate of Sciences (Economics), Associate Professor, Head of the Department, Department of Finance and Banking, Uzhhorod National University (3 Narodna Pl., Uzhhorod, Zakarpattia region, 88000, Ukraine)
Email: [email protected]
Ohorodnyk Valeriya O. – Candidate of Sciences (Economics), Associate Professor, Department of Finance and Banking, Uzhhorod National University (3 Narodna Pl., Uzhhorod, Zakarpattia region, 88000, Ukraine)
Email: [email protected]
Dyulay Elyzaveta V. – Postgraduate Student, Department of Finance and Banking, Uzhhorod National University (3 Narodna Pl., Uzhhorod, Zakarpattia region, 88000, Ukraine)
Email: [email protected]

Reference to this article:
Vartsaba, Vira I., Ohorodnyk, Valeriya O., and Dyulay, Elyzaveta V. (2014) “Futuristic Marketing as a Tool to Ensure the Competitiveness of a Bank.” Business Inform 7:379–383.

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