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  1. 1 Mekhanizm Rehuluvannya Economiky

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  1. 1 2012

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  1. 1 Radchenko O. V.

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Urakhuvannya faktoru chasu pry formuvanni byudzhetu intehrovanykh marketynhovykh komunikatsiy banku na prykladi AT «Oshchadbank»

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Radchenko O. V.
Mekhanizm Rehuluvannya Economiky
|
2012
|
vol. 4 (58)
184-189
EN
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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