MARKETING TECHNOLOGICAL INNOVATIONS IN BANKING PRODUCTS AND SERVICES

Abstract

Success depends on the ability of financial institutions to assess the opportunities of new markets, attracting customers from competitors and improve the effectiveness of marketing strategies. Marketers have to understand that the most effective approach is based on an analysis of needs of different market segments, designing the marketing mix and implementation of marketing programs targeted to selected segments. The allocation of financial and banking institutions of important resources for new technology to replace expensive labor, led to technical progress in the field that accelerates business processes and keep control of large databases on client operations, working in worldwide. The emphasis of the competition fund, the European single market is a challenge both in banking and for organizations involved in harmonization of standards and legislation, which is why banking institutions adapt to new technologies is very important to customers.

Keywords

• bank marketing
• banking products and services
• technological innovations
• trends
• mutations