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

• Authors: Oleg V. Radchenko

Title variants

EN

ACCOUNTING FOR THE TIME FACTOR IN THE FORMATION OF AN INTEGRATED MARKETING COMMUNICATIONS BUDGET TO THE BANK BY THE EXAMPLE OF JSC «OSCHADBANK»

• Languages of publication: UK

Abstracts

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.

Keywords

EN

INTEGRATED MARKETING COMMUNICATIONS; THE TIME FACTOR; ANALYSIS; BANK; BUDGET; BANKING SERVICES

• Publisher: Sumy State University, Business and Management Academy of Ukraine - Sumy regional branch and Publishing Company 'University Book'
• Journal: Mekhanizm Rehuluvannya Economiky
• Year: 2012
• Volume: 4 (58)
• Pages: 184-189

Contributors

author

Oleg V. Radchenko

• Department of Finance, Ukrainian Academy of Banking of the National Bank of Ukraine, Sumy, Ukraine