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From the publisher:

The textbook is prepared in accordance with the curriculum of the course "Marketing in Banks" for students of master's degree and practitioners of the banking sector. Considerable attention is paid to the methodology of banking marketing, classification of banking products, peculiarities of conducting marketing research in the banking sector, strategy of commercial bank development and control of marketing activities, as well as development of product, pricing, communication and sales policies of banks. The textbook contains control questions, tasks for independent work of students, case studies, and methodological instructions for their implementation. It is recommended for students of economic universities, postgraduate students, teachers, banking professionals, and anyone interested in banking marketing.