Features of Integrated Marketing Communications of the Russian Bank Sphere

Abstract

The paper deals with the analysis of features of integrated marketing communications of the Russian bank sphere. We focused on main advantages of integrated marketing communications in the bank sphere. In our opinion goal of integrated marketing communications is to build effective communication management, which will combine the efforts of all departments of the company and external partners and direct them to the successful achievement of corporate goals. We made the conclusion that the Bank’s strategy of integrated promotion of its services contributes to the achievement of the goals and objectives, being one of the main factors of its competitiveness, allows it to remain the leader of the Russian banking market.