Theoretical and Methodological Bases for Determining the Role of Marketing in the Development of Commercial Banks in the Conditions of Financial Globalization

Abstract

The article analyzes theoretical approaches to determining the role of marketing in the development of financial and credit institutions. Marketing strategies for the development of commercial banks in the context of financial globalization are presented. The peculiarities of formation of the market of marketing services on the basis of competitive development strategies of commercial banks are determined. The main characteristics of financial innovations and features of their use in the bank's marketing strategy are highlighted.