Analysis of the Use of Marketing Tools at the Present Stage of Development of the Market of Banking Services: Foreign Experience and Turkish Practice

Abstract: Currently, the development of the banking system in the world is taking place in a crisis in the financial market and increasing competition between commercial banks. In this regard, the management of banks has a need to review the strategy for the implementation of activities and the tools by which the bank will seek to attract and retain its potential customers. Methods and techniques for managing bank marketing tools proposed by Western experts are somehow connected with the introduction of new methods for the bank's relationship with customers, most of which are based on the use of Internet technologies. An analysis of the experience of using banking marketing tools abroad will improve the competitiveness of Turkish banks in the global banking services market. Keywords: bank, service, marketing, consumer, tool

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