Marketing as a space for developing of digital banking models
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JATS‑XML (OAI)This article focuses on the changes in the traditional banking business model that are unavoidable in the digital economy. It considers three plausible models of banking business transformation, located in the 4P-model space of classical marketing tools. The objective prerequisites for changes in the role of certain competencies of bank marketing, in particular "product" and "place", are shown. The authors have structured the main risks and benefits of each model with an emphasis on marketing features.
Funding
The article was prepared as part of the implementation of the Russian Presidential Academy of National Economy and Public Administration (RANEPA) program of strategic academic leadership “Priority 2030”.
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How to Cite
(1)
DOLBEZHKIN, V. A.; Vasiliev, S. A. Marketing As a Space for Developing of Digital Banking Models. Ученые записки Международного банковского института 2022, No. 3 (41), 30-42.
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