MECHANISM FOR FORMING MARKETING ACTIVITIES IN A COMMERCIAL BANK

The article dwells on the organizational structure of marketing activities in banks; the need and importance of marketing in the banking sector being taken into account as well. It is underscored the elements of marketing management complex implemented for the successful functioning of a commercial bank. An emphasis is laid upon the idea that marketing should become a unique philosophy and policy of the bank. The directions of the organizational structure of the marketing service are listed. In their article the authors describe strengths and weaknesses of the options aimed at marketing activities organization in the enterprise.The article presents basic principles of banking marketing and the ways to increase the efficiency of marketing activities. Proposals are made for management with marketing activities development in a commercial bank and the achievement of marketing goals of the bank.