ONLINE MARKETING AND ITS ROLE IN PROMOTING THE USE OF BANKING SERVICES

Dinka Zlateva ()
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Dinka Zlateva: SOUTH-WEST UNIVERSITY "NEOFIT RILSKI", BLAGOEVGRAD, BULGARIA

Entrepreneurship, 2016, vol. 4, issue 1, 87-99

Abstract: The change in the external environment puts to the tests the financial institutions - to adapt to the new regulations, new technologies, increased rigor of customers and economic conditions. Today, the traditional model of banking services is ineffective. Future imposes new requirements which financial institutions have to reckon with: the trend towards smaller, fragmented and decentralized banks, which in turn will lead to a reduction in the growth of individual units. One of the most striking challenges of modern times is to create a comprehensive IT architecture for complex customer service, which requires dealing with large data sets.

Keywords: online bank marketing; value chain; online marketing tools; trends (search for similar items in EconPapers)
Date: 2016
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