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Promotion Complex of a Banking Product: Characteristics and Efficiency Assessment

Author: Yekaterina G. Shatkovskaya, Cand. Sc. (Ec.), Assistant-Prof. of Financial Markets and Banking Dprt., Urals State University of Economics

Abstract: In the article the author’s definition of promotion complex of banking product is given; the specifics of bank communication technologies are revealed; the indicator of bank communication profitability to estimate the efficiency of bank communication is suggested.

Keywords: Bank marketing, promotion complex of a banking product, bank communications, advertising,personal selling, sales promotion, efficiency of bank communication