Finance and Credit

Marketing research of the market of banking payment cards: The VTB bank case study

Vol. 24, Iss. 6, JUNE 2018

Received: 19 April 2018

Received in revised form: 7 May 2018

Accepted: 21 May 2018

Available online: 30 June 2018

Subject Heading: Banking

JEL Classification: G17, G20, G21, М31

Pages: 1403—1419

Lomakina A.N. North-Caucasus Federal University, Nevinnomyssk, Russian Federation

ORCID id: not available

Shamrina S.Yu. Stavropol State Agrarian University, Stavropol, Russian Federation

ORCID id: not available

Manchuk E.P. Nevinnomysskiy Institute of Economics, Management and Law, Nevinnomyssk, Russian Federation

ORCID id: not available

Importance This paper considers advantages of plastic cards use and prospects for banks in this field.
Objectives The aims of the work are systematization, theoretical justification of plastic cards implementation and research of card promotion prospects.
Methods The article uses basic and applied researches of domestic and foreign authors in the field of marketing and finance. The authors use the methods of observation, logical analysis, synthesis, induction and deduction.
Results We have analyzed key concepts and theoretical questions of banking product creation. We have developed the program of strategic management of banking marketing. We have also revealed the opportunities for payment cards promotion on a particular segment of the market.
Conclusions and Relevance Rapid distribution of bank payment cards proves its popularity and efficiency. This payment form is profitable for every participant of the system. This attracts more banks and customers to the process. In terms of stiff competition bank marketing has already become the objective reality. Foreign and domestic commercial banks actively apply it to promote their products. Diversification of this sphere has extensive prospects for any bank.

Keywords: bank, payment cards, market, market research


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