Urakhuvannya faktoru chasu pry formuvanni byudzhetu intehrovanykh marketynhovykh komunikatsiy banku na prykladi AT «Oshchadbank»
ACCOUNTING FOR THE TIME FACTOR IN THE FORMATION OF AN INTEGRATED MARKETING COMMUNICATIONS BUDGET TO THE BANK BY THE EXAMPLE OF JSC «OSCHADBANK»
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This article observes one of the main components of an effective method of budgeting integrated marketing communications by the example of the bank branch – Sumy regional administration JSC «Oshchadbank» – the time factor. The author admits the absence of a functional relationship between the volume of loans and the amount of attracted customers. The article defines the time lag in the marketing communications performance. A mathematical formalization of calculating monetary value of integrated marketing communications budget, which provides accounting transition effect from their usage was proposed.
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