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In addition, attention is focused on provisions reflecting current trends in the development of bank marketing, in particular the implementation of a customer-oriented approach. Within the framework of this direction, such problems as the organization of individual services, the formation and management of loyalty, and other topical issues of the strategic development of a commercial bank are considered.\r\nThe proposed textbook contains educational and methodological material on the course \"Bank Marketing\". The work is written in accordance with the Federal State Educational Standards of Higher Education in the direction of training \"Finance and Credit\" and the curricula of the educational programs \"Banks and Banking\" and \"Financial Management\".\r\nThe work is intended for students, undergraduates, graduate students and teachers of financial specialties, as well as specialists in the banking sector."},{"$a":"MARKETING, BANKING, BANKING SERVICES MARKET, STRATEGY, LOYALTY, CUSTOMER-ORIENTED APPROACH"},{"$a":"10.29039\/02108-8"}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Beloglazova G. N. Organization of activity of commercial bank : ucheb. \u00e2\u0080\u0094 M. : Yurayt ID, 2011. \u00e2\u0080\u0094 293 s."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Berezin I. N. Marketing research. \u00e2\u0080\u0094 M. : Vershina, 2014. \u00e2\u0080\u0094 430 s."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Valieva V. N. Competition on the market of banking services. \u00e2\u0080\u0094 URL : http\/\/cybeleninka.ru (retrieved 23.01.2019)."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Doyle P. Management, Marketing and Strategies. \u00e2\u0080\u0094 SPb. : Piter, 2066. \u00e2\u0080\u0094 539 s."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Zhukov E. F. Banks and banking operations : ucheb. for universities. \u00e2\u0080\u0094 M. : YUNITI, 2017. \u00e2\u0080\u0094 269 s."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Kireev I. S. Contents of separate components of the marketing complex of campaigns, working in the sphere of services \/\/ Marketing in Russia and abroad. \u00e2\u0080\u0094 2008. \u00e2\u0080\u0094 \u00e2\u0084\u0096 3. pp. 114\u00e2\u0080\u0093119."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Kolesov P. F. 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