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Development of an internet marketing plan by VAT “Rosselhozbank”

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Category: Economy and management

Last Updated on 23 September 2014

Published on 23 September 2014

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Authors:

O.A. Yurasova, Cand. Sci. (Econ.), Povolzhskiy State University of Telecommunications and Informatics, Senior Lecturer of the Department of E-commerce, Samara, Russia

L.M. Ivashko, Cand. Sci. (Econ.), I.I. Mechnikov Odessa National University, Senior Lecturer of the Department of Economic Cybernetics and Applied Economy, Odessa, Ukraine

Abstract:

Due to growth of the post-industrial economy and advancement of the information society, and also fiercer competition, caused by globalization, between banks on the traditional market, the relevance of modern IT technologies applied by banks grows for the purposes of both attracting clients to traditional banking facilities and constructing and active engaging of electronic banking business. Hence internet marketing serves as a necessary tool for resolving this issue, the theoretical vocabulary and instrumentality of which have not yet been sufficiently elaborated.

Purpose. The aim of the paper is in developing recommendations on devising a internet marketing plan in the banking sector in order to improve efficiency of this type of activity.

Methodology. When delivering on the assigned targets the basic principles of the competition and management theory, marketing research and diagnostics techniques were used.

Findings. In order to benefit to the fullest extent from the opportunities provided by internet marketing the practical recommendations on configuring and implementing the internet marketing plan were drafted, particularly, the procedure for functional modeling of the internet marketing plan based on IDEF0 methodology was devised, aimed at increasing effectiveness of management of internet marketing planning on a functional level.

Practical value. The know-how formulated by the research could be useful not only for commercial banks, but for multiple commercial companies that maintain their own web-sites, since the elaborated internet marketing research toolkit is universal and is not strictly limited by any industry-specific requirements.

In turn, this toolkit is part of a general internet marketing methodology and relevant instruments still to be elaborated in economic science and by applied experts. 

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