Among the analyzed issues is as well practical experience of the marketing-management organization in three principal groups of FRG banks (on the example of Deutsche Bank, Sparkasse Mьnster and Advance Bank). Comparative analysis is carried out.
There is also the analysis of the state of the bank marketing in Ukraine and as a result of it practical recommendations concerning the application of the EU countries’ banks experience to the practice of the Ukrainian lending institutions are developed and introduced.
The author points on the principal difference between the banking and industry marketing and emphasizes the necessity of further research on banking marketing in Ukraine. He proposes the new definition of the system of management of marketing activities in banks, investigates the development path of FRG banks within the period from 1949 till 1967 and shows its similarity with Ukrainian financial institutions.
The general European trends in the development of bank marketing are revealed and the following classification of the trends is developed: capital concentration in the banking sphere, decreasing role of bank subsidiaries as the principal channel of sales of banking services; increasing role of telephone- and Internet banking, further standardization of banking products, increasing importance of self-service in the banking sphere, changing in objectives and priorities of bank-marketing (transition from Transaction to Relationship Marketing), wider use of up-to-date information technologies in the bank activities.
The author recommends the policy measures in order to reform the banking system and to create the conditions for rapid development of bank marketing in Ukraine. Taking into account the experience of the EU countries’ banks the author makes recommendations on the positioning in the market of the several prominent Ukrainian banks (f.e. Oschadny Bank of Ukraine), and on the restructuring of the whole Ukrainian banking system. Ukrainian banks are proposed the principles of preparation and carrying out of consultations between the bank’s counselor and a potential client.
Key words: management, marketing, banks, banking, banking marketing, marketing management, system of management of marketing activities, European Union (EU), Federal Republic of Germany (FRG).