The concept of steak marketing in the management of marketing activities of banks

Abstract

The article defines the role of banking marketing in the management of banking activities of banks and notes that banking marketing creates conditions for attracting potential customers and stimulating the sale of banking services, and ultimately - improving the competitiveness of the bank. Based on the marketing research, information on the development of digital innovations in the field of marketing activities of banks is presented from a scientific point of view and upgrades of basic information technologies and digital innovations in the banking system are systematized. The key technologies and trends that help banks to provide future-oriented digital banking services that are seamless, inspiring, innovative for bank customers are identified. The article concludes that integrated banking marketing is transformed into a new quality and becomes marketing aimed at integrated management of the process of interaction with stakeholders and, as a result, there is a possibility of introducing the modern term «stakemarketing» into the management system of marketing activities of banks. The concept of stakemarketing has been developed, which allows combining the interests of both banking structures, both internal stakeholders and external stakeholders, i.e. stakeholders related to the managerial, economic and social sphere of the state. The author's development of the structure of the system of relations between stakemarketologists and interaction groups is presented, from which it follows that the work of a stakemarketologist consists not only in meeting the needs of stakeholders, but also in meeting the requests of stakeholders and in adequately responding to the regulatory influences of stakeippers.