Subject This article discusses the expansion of the set of marketing tools used by commercial banks to attract and retain customers. In particular, the article considers such a tool as the World Wide Web space. Objectives The article aims to develop certain recommendations to improve the economic efficiency of commercial banks in the mortgage market with the help of marketing tools. Methods For the study, we used the methods of analysis, comparison, and systematization. Results The article defines factors and marketing tools that allow the bank to succeed in mortgage lending. In addition, the article presents developed recommendations for increasing the demand for mortgage lending services. Conclusions The article concludes that in order to operate both in the existing markets and enter new ones, banking institutions are not to improve the existing product line only, but also they are to offer new banking products taking into account their opportunities and competitive advantages, as well as market needs. To achieve this, banking organizations need to apply not just individual marketing tools, but also use the relation marketing, in general, which will retain the available customers, and also attract new ones for the long run.
Keywords: mortgage, marketing tools, bank credit
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