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Information × Registration Number 0217U006463, 0108U011028 , R & D reports Title Ledthrough of marketing researtch is "mysterious buyer" popup.stage_title Head Koval'chuk S. V., Registration Date 29-08-2017 Organization Khmelnytskiy National University popup.description2 In the context of the development of market relations, financial institutions provide the economy with tools and mechanisms for regulating economic processes. The banking system is a blood-circulatory system of the state through which the flow of financial flows is carried out. In turn, it should be noted that banking services - these are services of a special kind, they help promote the development of both productive and social infrastructure. Peculiarities of carrying out banking activity and selling a banking product impose a mark on marketing in the banking sector. It appears as a specific component of the marketing of services. Specificity has all the techniques of marketing research, functions, tasks, marketing activities, all elements of the marketing system, belonging to the banking sector. The object of study of this work is the processes of formation and implementation of communication policy of the banking institution. The subject of the study is theoretical and practical aspects of the use of marketing communications policy in the process of functioning of a banking institution. The purpose of the work is to determine the theoretical aspects and substantiate the practical principles of the process of implementing a communication policy by a commercial bank. To achieve this goal a system of modern general scientific methods was used: system analysis, induction, deduction, classification, statistical analysis, economic-mathematical modeling, graphical method. The practical significance of the results is to develop theoretical and methodological principles, analytical and organizational approaches that allow the formation of support for effective service and customer service by the technology "Mystery Shopping". The scientific novelty of the formulated and substantiated provisions, conclusions and recommendations is that they collectively solve an important scientific task for the formation of an effective communication policy of the commercial bank Product Description popup.authors Ковальчук Світлана Володимирівна popup.nrat_date 2020-04-02 Close