Abstract

This paper analyzes the essence and the scale of implementation of marketing innovations related to the entry in Ukraine’s financial sector by foreign banks. In a study author has found the key areas of influence of the foreign banks expansion on the dynamics of renewal and modernization of the domestic market for financial and credit services, features of the competition intensification for consumers and segments of business space, the essence of a process of universalization of banking institutions and the quality of banking services. It was determined banks’ incentives for looking for new approaches towards expanding its own operations, primarily through the development of bank marketing tools.

Keywords: marketing innovation, bank marketing, foreign capital, banking services, concentration

Cite as: Gusev, A. (2011). Marketing innovations of banks with foreign capital in Ukraine. Marketing and Management of Innovations, 32, 151-158. https://doi.org/10.21272/mmi.2011.3.2-21

This work is licensed under a Creative Commons Attribution 4.0 International License

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