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Marketing strategies of development of Russian banks under the conditions of the new economic conjuncture


  • Larisa Andreeva

    () (Higher School of Business of the Southern Federal University Russia)

  • Alina Andreeva

    (Rostov State Transport University, Russia)


The article reviews instruments and mechanisms, providing financial stability and competitiveness of banks, which are the basis for the marketing strategy of development in the post-crisis market under the conditions of formation of new economic conjuncture. The results of the conducted research showed that in spite of the fact that Russian banks correspond to the requirements of new Basel standards of regulations with their main characteristics, for providing their further development marketing strategies, providing business capitalization and assets attraction, are needed. Financial stability and competitiveness of Russian banks is significantly influenced by the factors, providing own funds adequacy and opportunity of attracting long-term resources. In order to achieve these factors banks need weighted marketing strategy, directed on attraction of resources. Complicated situation with liquidity aims the vector of marketing strategy on solving problems of accelerated capitalization of banks and searching of new sources of long-term resources.

Suggested Citation

  • Larisa Andreeva & Alina Andreeva, 2014. "Marketing strategies of development of Russian banks under the conditions of the new economic conjuncture," Review of Applied Socio-Economic Research, Pro Global Science Association, vol. 8(2), pages 5-12, June.
  • Handle: RePEc:rse:wpaper:v:8:y:2014:i:2:p:5-12

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    References listed on IDEAS

    1. Haltiwanger, John & Jarmin, Ron & Krizan, C.J., 2010. "Mom-and-Pop meet Big-Box: Complements or substitutes?," Journal of Urban Economics, Elsevier, vol. 67(1), pages 116-134, January.
    2. Karina Fernandez-Stark & Penny Bamber & Gary Gereffi, 2011. "The offshore services value chain: upgrading trajectories in developing countries," International Journal of Technological Learning, Innovation and Development, Inderscience Enterprises Ltd, vol. 4(1/2/3), pages 206-234.
    3. J. Bradford Jensen, 2011. "Global Trade in Services: Fear, Facts, and Offshoring," Peterson Institute Press: All Books, Peterson Institute for International Economics, number 6017.
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    More about this item


    marketing strategies; Russian banks; new economic conjuncture; accelerated capitalization;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • G21 - Financial Economics - - Financial Institutions and Services - - - Banks; Other Depository Institutions; Micro Finance Institutions; Mortgages


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