O. V. Radchenko
Accounting for the time factor in the formation of an integrated marketing communications budget to the bank by the example of JSC «Oschadbank»
(original language – Ukrainian)
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.
Key words: integrated marketing communications, the time factor, analysis, bank, budget, banking services.
Placed in №4, 2012.
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