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Modern Aspects of Development of Bank's Clienting Strategy


  • Bondarenko Alla F.

    (Ukrainian Academy of Banking of the National Bank of Ukraine)

  • Roskoshnaya Yelena A.

    () (Ukrainian Academy of Banking of the National Bank of Ukraine)

  • Kosenko Viktoriya I.

    (Ukrainian Academy of Banking of the National Bank of Ukraine)


The article describes theoretical approaches to definition of the concept of relations marketing (clienting). It justifies urgency of introduction of client-oriented marketing approach in bank activity for provision of effective interrelation of the bank with its clients, development of long-term relations with the aim of stable economic development of a financial and credit institution. It considers practical possibilities of application of modern innovation technologies of the bank marketing.

Suggested Citation

  • Bondarenko Alla F. & Roskoshnaya Yelena A. & Kosenko Viktoriya I., 2013. "Modern Aspects of Development of Bank's Clienting Strategy," Business Inform, RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE), Kharkiv National University of Economics, issue 3, pages 313-318.
  • Handle: RePEc:idp:bizinf:y:2013:i:3:p:313_318

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